In
a highly competitive market, such as telecommunications, delivering
services which satisfy customer perceptions is an antecedent
of customer satisfaction (Parasuraman et al., 1991;
and Cronin and Taylor, 1992). However, the recognition of
the various constructs of satisfaction is only one of the
many steps involved. Invariance across nations poses a major
problem, as constructs in one nation may not transfer to another
(Byrne and Campbell, 1999). The
need to measure customer satisfaction by measuring service
quality was pioneered by Parasuraman et al. (1988).
Their realization that service quality is primarily different
from product quality resulted in a five dimensional service
quality model, called as SERVQUAL (Parasuraman et al.,
1991; and Cronin and Taylor, 1992). However, despite it's
widespread use and abuse in measuring service quality, SERVQUAL
has also received it's fair share of criticism (Buttle, 1996).
A major criticism is that, it is just an adaptation of the
expectation disconfirmation model (Cronin and Taylor, 1992).
Despite this abnormal growth, there is no existing study exploring the parameters of
customer satisfaction in the Pakistani mobile cellular service. However, one can predict
that the intensity of the competition will soon force the service providers to focus on
measuring customer satisfaction on a regular basis. The aim of this research is to identify
the satisfaction factors of Pakistan’s mobile cellular service users. This is to develop
managerial recommendations for these companies, in order to focus on customer
retention through satisfaction (Anderson et al., 1994).
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