Identifying the Gaps between Customer Expectations and Perceptions on Service Quality Dimensions of ABC Mobile Operator

Authors

  • Pithoon Thanabordeekij Chiang Mai University
  • Suchat Promkutkeo Chiang Mai University
  • Deuntemduang Na-Chiengmai King Mongkut’s Institute of Technology Ladkrabang

Keywords:

Service Quality, Customer Expectations, Customer Perception, Customer Satisfaction

Abstract

Abstract

The purpose of the study is to identify the gaps between customer expectations and perceptions on service quality of ABC operator based on five dimensions of the Service Quality model (SERVQUAL). Both qualitative and quantitative approaches were employed. Survey data were collected from 445 customers of ABC operator. The research data were analyzed using frequency, percentage, mean, reliability analysis, and paired t-test. This study found that member perceptions were greater than member expectations on tangibility, reliability, and empathy dimension. It is also an appearance at a statistically significant level of 0.01. In responding to closing the gap, the management should focus on improving network speed, increasing coverage areas, offering more choices of a mobile plan, and monthly staff training to improve inter-personal service quality. This study would enable management to identify service quality dimensions that needed to be improved to enhance their customers’ satisfaction.

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Published

2021-06-30

How to Cite

Thanabordeekij, P., Promkutkeo, S. ., & Na-Chiengmai, D. (2021). Identifying the Gaps between Customer Expectations and Perceptions on Service Quality Dimensions of ABC Mobile Operator. Journal of ASEAN PLUS Studies, 2(1), 45–53. Retrieved from https://so06.tci-thaijo.org/index.php/aseanplus/article/view/248535

Issue

Vol. 2 No. 1 (2021): January - June 2021

Section

Research