Measuring service quality of the Chinese mobile telecommunications industry using the SERVQUAL model

Facing many rapid changes and challenges in the dynamic information technology environment, and the ever-increasing competitive pressures, duopolists in Chinese mobile telecom services have employed service quality as a principle competitive weapon. This study attempts to identify the service dimensions in mobile telecom setting and measures and compares discrepancy between customer's expectation and perception of service quality in terms of the dimensions of network; reliability; assurance; facilities; employees; customization and responsiveness. A refinement of SERVQUAL instrument is used to formulate the evaluation problem. This study uses simple random sampling to collect data from 436 users of telecom services in Hunan, China. The results indicate that the sample population has perceptual problems with their mobile telecom service experiences. The results indicate that there is a significant gap of SERVQUAL and no significant difference between tow carriers. Finally, strategic implications for the mobile carriers involved and suggestions for future research are provided.