ANALYSIS OF SERVICE QUALITY IMPACTING ON CUSTOMER SATISFACTION: AN EMPIRICAL STUDY ON TELECOM SECTOR OF KARACHI

Abstract

Purpose The purpose of this research is to analyze which determinants of service quality impact on customer satisfaction in Karachi telecom companies. Methodology & Design To analyze the research issue, quantitative research design has been used where surveys were conducted from customers of different telecom service providers in Karachi. These service providers included Telenor, Zong, Ufone, and Warid. Sample size for surveys was 400 while collected data is analyzed using regression analysis to determine the impact of five determinants of service quality (reliability, responsiveness, empathy, tangibles, and assurance) on customer satisfaction. Findings Results from regression analysis confirm that assurance, empathy, and tangibles tend to impact on customer satisfaction of telecom service providers in Karachi. However, reliability and responsiveness were not found to have impact on satisfaction of customer relating to service quality. Limitations The study was limited in time and scope. Researcher required producing valid findings within limited time while the scope is limited to customers of Karachi city only. Recommendations Telecom companies in Karachi must focus on improving tangibility, assurance, and empathy for better service quality that can improve their levels of customer satisfaction.