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IMPACT OF DEMOGRAPHIC VARIABLES ON SERVICE QUALITY DIMENSIONS OF MOBILE VALUE ADDED SERVICES
Journal: International Journal of Management (IJM) (Vol.6, No. 11)Publication Date: 2015-11-27
Authors : B. G. K. MURTHY; A. SATISH BABU; B. NAGARAJU;
Page : 19-29
Keywords : Consumer buying behavior; Consumer perception; Demographic variables; Mobile Value Added Services and Service Quality Dimensions; Iaeme Publication; IAEME; Research; Engineering; Management; Business; IJM;
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Abstract
A research study was conducted with an objective to understand consumer perception towards mobile value added services. Collected data was analyzed. In this article researcher highlights the impact of demographic variables on eight service quality dimensions. The outcome of this research provides diagnostic insight into how different demographic variables influences service quality dimensions in Mobile Value Added Services.
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