Analyzing Mediating Effect of Corporate Image in Relationship Between PSQ Elements & Customer Satisfaction in Telecom Industry

Abstract

The main objective of this study is to investigate the impact of PSQ (Perceived Service Quality) dimensions on customer’s satisfaction in telecommunication industry. The factor of corporate image functions as mediator between PSQ and CS (customer satisfaction). The conceptual model based on literature, and the hypothesis are proposed. The subscribers of telecommunication companies served as the target population and data collection is done using questionnaire. The results of data analysis revealed that CI (Corporate Image) mediates the relationship between PSQ (Perceived Service Quality) and CS (Customer Satisfaction). Relationship occurred between dimensions of PSQ (Tangibles, Reliability, Responsiveness, Assurance and Empathy) Customer Satisfaction. As a results of this study telecommunication organizations are encouraged to improve their service quality dimensions in order to improve the customer satisfaction of their subscriber base. This will lead to increased loyalty among their customers and companies will be able to retain them for longer period of time.