CUSTOMER EXPECTATIONS AND PERCEPTIONS OF SERVICE QUALITY OF MOBILE PHONE SERVICE PROVIDERS IN KERALA - A GAP ANALYSIS

Using the SERVQUAL model a gap analysis was conducted to determine the difference between the perceived satisfaction of customers and their expectations, if any, on the service quality of mobile phone service providers. A total of 238 current mobile phone users of top five mobile phone service providers were participated in the study. The analysis was carried out based on the five dimensions of the SERVQUAL model, viz, reliability, responsiveness, assurance, empathy and tangible aspects. The outcome of the study reveals that reliability, responsiveness, assurance, and empathy had a positive influence on the customer attitude in terms of satisfaction and loyalty.