Application of the Diagnostic Capability of SERVQUAL Model to an Estimation of Service Quality Gaps in Nigeria GSM Industry

Abstract

This study assessed the quality of service by GSM service providers in Nigeria from the consumer’s point of view, and ascertained current overall level of service quality and the existing gaps in service dimensions. The study objective was to ascertain the overall service quality gap and the gaps that may exist in the service quality dimensions.  This becomes necessary as a result of the plethora of complaints from GSM subscribers which are symptomatic of an unhealthy service environment requiring some level of diagnosis, hence this study. The primary data used for the study were collected through the adoption of a questionnaire prototype designed a priori by Parasuraman, Berry and Zeithaml (1988). Purposive, quota and accidental sampling methods were used by dividing Nigeria along the six geo-political zones from where the South-Western zone comprising Oyo, Ondo, Ogun, Ekiti, Osun and Lagos States was selected. Three states within the zone; Lagos, Oyo and Osun, were selected based on convenience. Tertiary institutions within the selected states were purposively targeted with equal number of respondents, bringing the total number of respondents sampled to 300.  Tertiary institutions were targeted because of their highly enlightened community of students, staff and other visitors who were able to assess their level of satisfaction with GSM services provided. Data collected were analyzed using descriptive and inferential statistics including tables, frequencies, percentages, and the application of the five dimensionality principle of the SERVQUAL model which has diagnostic capabilities. The study found that the magnitude of the gap between what consumers expect and what they perceive as received is -1.48 (a negative outcome). ‘Responsiveness’ had the widest gap of -35.93 among the five dimensions, while ‘Empathy’ had the least gap with a score of -22.15. The study concludes that consumers are dissatisfied with the services received from the GSM service providers and recommends that network providers should work hard to narrow or eliminate the gap observed in the overall quality by improving their service delivery and training their staff.

Keywords: service quality gap, dimensions of service, diagnostic capability, GSM industry, SERVQUAL model.