Evaluating Customers’ Perceptions of Service Quality: An Empirical Study on A Leading Telecom Service Provider of Bangladesh

Abstract

In Bangladesh, telecom is the fastest growing industry. Competition in this industry is getting stiffer day-by-day where large local and international players are offering their services. Success in this industry largely depends on delivering quality service and achieving customer loyalty. The purpose of this study is to use SERVQUAL model to analyze customers’ perception towards the service provided by GrameenPhone Limited (the leading telecom service provider in Bangladesh). In this study sample was taken from the group of people who are GrameenPhone subscribers. The geographic scope of this study is Khulna (a major city and a divisional head quarter of Bangladesh) metropolitan area. A simple linear regression model has been used to interpret the relationship between the variables. The result shows that reliability, responsiveness, tangibles and assurance dimensions are the key to customers’ perception of GrameenPhone’s service. The findings of this study can be useful for the researchers in the area of service marketing. This will also aid the telecom service providers to generate further ideas on how to enhance their customers’ positive perception to achieve heightened business goals.

Keywords: SERVQUAL Model, Customer’s Perception, Service Quality, GrameenPhone.