Professional Documents
Culture Documents
Muhammad A. Khurshid
Lecturer, College ofBusiness Administration,
King Saud University, Riyadh, Saudi Arabia
Najeeb M. Nasir
Lecturer, College ofBusiness Administration,
King Saud University, Riyadh, Saudi Arabia
Hisham Al-Aali
Director, Skyline International, LLC, USA,
Graduate Business Student at Shenandoah University, USA
Keywords: Cellular phone, Service quality, Factor analysis, Saudi Arabia, SERVQUAL.
Abstract The purpose of this study is to measure the service quality of mobile phone companies operating in a
developing country, Saudi Arabia by using the SERVQUAL instrument. A questionnaire survey was conducted.
Data was collected from business college students at a leading university in Saudi Arabia. Confirmatory factor
analysis and MANOVA were applied to test the results.
The adapted SERVQUAL instrument is a helpful tool in measuring service quality. Results based upon factor
analysis exhibited significant differences in customers' perceptions of the overall service quality of various
companies. Two added dimensions of network quality and competitive advantage also showed significant results.
There was a difference of perception between male and female subscribers concerning quality dimensions.
This research is a valuable contribution to existing literature on service quality in Saudi Arabia with special
reference to mobile phone companies. This is a pioneering study that measures the quality of service in this area
in Saudi Arabia. It also reveals clear differentiation in customers' preferences in almost all dimensions.
I. Introduction
In today's fast business environment, a firm cannot
play a successful role without delivering high service
quality. The interest in service quality has grown in
recent years as it is a major factor in business
competitiveness. Th~ service sector has become the
most important sector for many developed and
developing countries and is a major contributor
towards the GDP. Many studies have been carried
out since 1980 to measure the service quality of an
43
44
A. Al-Ali, et al.: Measuring the Service Quality of Mobile Phone Companies in Saudi Arabia
J King Saud Univ., Vol. 22, Admin. Sci. (2), Riyadh (2011!1432H.)
45
46
A. Al-Ali, eta/.: Measuring the Service Quality of Mobile Phone Companies in Saudi Arabia
J. King Saud Univ., Vol. 22, Admin. Sci. (2), Riyadh (201111432H.)
47
RLI
RL4
Reliability
When the service provider promises to do something, it
does so
The service provider shows a sincere interest in solving
customer problems
The service provider provides services at the time it
promises
The service charges are accurate
RS 1
RS2
RS3
RS4
Responsiveness
Help line is easily accessible
Employees give prompt service
Employees are always willing to help
The employees respond to customer requests even if busy
RL2
RL3
AI
A2
A3
A4
El
E2
E3
E4
Empathy
The employees provide individual attention
The employees know the customer needs
The service provider has operating hours convenient to all
The employee have the best interests of the customers at
heart
Nl
N2
Network Quality
The service provider has a strong and wide range network
The call quality of the specific chosen network is always
good
Cl
C2
Assurance
The employees can be trusted
Customers feel safe doing business with the service
provider
The service provider protects the confidentiality of customer
information
The employees are consistently courteous with customers
C3
C4
Competitive Advantages
The service provider has more competitive prices than its
competitors
The service provider has a wider range of products and
services than its competitors
The service provider has better service quality than its
competitors
The service provider offers better promotion than its
competitors
48
A. Al-Ali, et al.: Measuring the Service Quality of Mobile Phone Companies in Saudi Arabia
Percentage
(%)
Gender
Male
Female
Education
Undergraduate
Graduate
Age (years)
18-25
26-30
31 - 35
36 above
Primary Mobile
Operator
STC
Mobily
Zain
Duration of Service
<I years
I - 5 years
6- 10 years
> ll~ars
Billing
Prepaid
Postpaid
389
285
57.7
42.3
585
89
86.8
13.2
573
42
31
28
85.1
6.2
4.6
4.1
564
89
21
83.7
13.2
3.1
9
297
320
48
44.1
47.5
7.1
149
525
22.1
77.9
1.3
J. King Saud Univ., Vol. 22, Admin. Sci. (2), Riyadh (201111432H.)
49
Number of Items
Alpha coefficients
for dimension
Tangibles
0.64
Reliability
0.75
Responsiveness
0.80
Assurance
0.76
Empathy
0.64
Network Quality
0.72
Competitive Advantages
0.87
Alpha coefficients if
item deleted
Items
Tl
T2
T3
T4
RLl
RL2
RL3
RL4
RSl
RS2
RS3
RS4
AI
A2
A3
A4
El
E2
E3
E4
Nl
N2
Cl
C2
C3
C4
0.58
0.58
0.53
0.60
0.66
0.65
0.65
0.79
0.77
0.71
0.74
0.75
0.66
0.69
0.72
0.75
0.67
0.68
0.76
0.66
0.84
0.82
0.84
0.84
0.92
Approx. Chi-Square
0.931
6615.342
Df
325
Sig.
0.000
4.4.MANOVA
The purpose of analysis of variance is to test the
significant differences between means of service
dimensions and some demographic variables. For
this purpose we selected the multivariate analysis of
variance test (MANOVA) to see if there were any
significant differences between independent and
dependent variables. This analysis also helps us see
the overall effect of independent variables on all the
dependent variables, while ANOVA can be used to
ascertain the significance between dependent and
independent variables individually. The Hotelling's
T2 showed a significant result (P<O.OOOI) which
indicates that there is a significant difference of
means between the independent variables (gender,
education, and mobile operator) and all of the
dependent variables.
Vl
TI
T2
T3
T4
Tangible
Reliability
Responsiveness
Assurance
,640
,754
,634
,418
Empathy
Network Quality
Competitive
Advantages
Time Convenient
;>
~
,606
RLI
RL2
RL3
RL4
,586
,495
,675
,683
~
~
,401
,477
RSI
RS2
RS3
RS4
,631
,670
,708
,721
AI
A2
A3
A4
,406
I
go
C/)
3.
"
[
,622
,611
,796
()
,667
EI
E2
E3
E4
,514
,411
0
...,
Nl
N2
CI
C2
C3
C4
Variance extracted
%
,831
,479
i"
,852
,775
* Factor Analysis:
(")
0
,781
,837
,730
,824
3.82
4.44
35.35
4.12
5.06
3.46
8.26
.g
;;;
"'s
C/)
3.15
Extraction Method is Principal Component Analysis; Rotation Method is V arimax with Kaiser Normalization; Factor loadings below 0.4 are not shown;
Primary loading is shown in bold.
~o;
J. King Saud Univ., Vol. 22, Admin. Sci. (2), Riyadh (2011/1432H.)
Dependent
Variable
Source
F
Male
Sig.
Female
Tangible
3.566
3.696
6.560
0.011
Reliability
2.978
3.292
20.839
0.000
Responsiveness
2.683
2.835
4.622
0.032
Assurance
3.211
3.530
25.751
0.000
Gender Empathy
3.049
3.338
21.070
0.000
Network
3.541
3.581
0.271
0.603
Competitive
Advantages
2.900
3.046
3.164
0.076
Time convenience
3.450
3.681
8.363
0.004
F = 5.002
Source
Undergr Graduat
ad
e
Sig.
Tangible
3.621
3.618
0.002
0.964
Reliability
3.147
2.875
7.225
0.007
Responsiveness
2.776
2.559
4.442
0.35
Assurance
Education Empathy
3.387
3.075
11.405
0.001
3.231
2.775
24.743
0.000
Network
3.559
3.551
0.006
0.940
Competitive
Advantages
2.969
2.914
0.213
0.645
Time convenience
3.554
3.506
0.169
0.681
F =4.778
51
Mobile Operator
Sig.
3.825
35.432
0.000
3.698
3.788
32.830
0.000
3.529
3.683
61.263
0.000
3.244
3.890
3.783
28.968
0.000
3.081
3.663
3.533
22.776
0.000
Dependent Variable
STC
Mobily
Zain
Tangible
3.533
4.124
Reliability
2.991
Responsiveness
2.591
Assurance
Empathy
Network
3.587
3.455
3.175
2.297
0.101
Competitive Advantages
2.805
3.754
3.883
44.118
0.000
Time Convenience
3.506
3.820
3.650
3.713
O.D25
F = 16.261
Error df = 1322.000
Sig. =0.000
52
A. Al-Ali, eta/.: Measuring the Service Quality of Mobile Phone Companies in Saudi Arabia
J. King Saud Univ., Vol. 22, Admin. Sci. (2), Riyadh (2011/1432H.)
References
AI-Fawzan, Mohammad A. "Assessing Service Quality in a Saudi
Bank." Journal of King Saud University, (Eng. Sci.), Vol. 18,
No. I, (2005), 101-15.
Angur, M.G.; Nataraajan, R. and Jahera, J.S.J. (1999). "Service
Quality in the Banking Industry: An Assessment in a
Developing Economy." The International Journal of Bank
Marketing, Vol. 17, No.3, (1999), 116-125.
Aydin, S. and Ozer, G. "The Analysis of Antecedents of Customer
Loyalty in the Turkish Mobile Telecommunication Market."
European Journal of Marketing, Vol. 39, No. 7/8, (2005), 910925.
Babakus, Emin and Boler, Gregory W. "An Empirical Assessment
of the SERVQUAL Scale." Journal of Business Research, Vol.
24, No.3, (1992), 253-68.
Bartlett, Maurice S. "Tests of Significance in Factor Analysis."
British Journal ofStatistical Psychology, Vol. 3, No.2, (1950),
77-85.
Bolton, Ruth N. and Drew, James H. A Longitudinal Analysis of
the Impact of Service Changes on Customer Attitudes." Journal
of Marketing, Vol. 55, No. I, (1991), 1-9.
Brown, Stephen W. and Swartz, Teresa A. "A Gap Analysis of
Professional Service Quality." Journal of Marketing, Vol. 53,
No.2, (1989), 92-98.
Brown, T.J. "Using Norms to Improve the Interpretation of Service
Quality Measures." Journal ofServices Marketing, Vol. II, No.
I, (1997), 66-80.
Buda, R; Sengupta, K and Elkhouly, E.S. "Employee and
Organizational Perspectives of Service Quality: A CrossCultural Study in Kuwait, United States and Saudi Arabia".
International Journal of Management, Vol. 23, No. 3, Part I,
(2006), 430-435.
Carman, James M. "Consumer Perception of Service Quality: An
Assessment of the SERVQUAL Dimension." Journal of
Retailing, Vol. 66, Vol. 1, (1990), 33-55.
Chadha, S. and Kapoor, D. "Effect of Switching Cost, Service
Quality and Customer Satisfaction on Customer Loyalty of
Cellular Service Providers in Indian Market." !UP Journal of
Marketing Management, Vol.8, No.1, (2009), 23-37.
53
A. Al-Ali, eta/.: Measuring the Service Quality of Mobile Phone Companies in Saudi Arabia
54
(1974), 111-17.
Kettinger, William J.; Lee, Choong C. and Lee, Sunro. (1994).
"Global Measures of Information Service Quality: A CrossNational Study." Decision Sciences, Vo. 26, No.5, (1994), 56988.
Khatibi, Abod Ali; Hishamuddin, Ismail and V enu,
Thyagarajan. "What Drives Customer Loyalty: An Analysis
from the Telecommunication Industry." Journal of Targeting,
Measurement and Analysis for Marketing, Vol. 11, No. I,
(2000), 34-44.
Kueh, K. and Voon, H. "Culture and Service Quality Expectations:
J. King Saud Univ., Vol. 22, Admin. Sci. (2), Riyadh (201111432H.)
55
~WI~)I~
.J~ <.!.1.1.11 ~~ ( JW. Yl J_;/.J/ J L)....l! ..::-Li.J..UI c-l.r. ~ u-;:fJ ( ,y.._r-:}ly .;;Jy..UI JW. Yl ;j.Jj j[;:.J
~JY J..<J.
~ u~
...
,J
0:.-! 4...~ ~ 4.....8-\ ;;.,~_,.d:- ~~I .:liJ..I[:; lr-:51..9~1 ~l:::.J\ ~J ...::...l...B-1 O..lft
J~ <..J~I .:.\L;_., .Jl5 .4...L.. ~\..::; ~l:::JI ;;_r.l.IJ ~I ;;.,~ft
.(Jifof.'"")
...:...l5_r.JI ~
._.i;lrJI ..:...l5_r, ~ ifl.>. ~y. j:5p\ C: ~..1y-ll ~yo.)\ ..S:WI ,J ul.o.B-1 o..lft ..::..>~..1\ Jl ~ wl.... ~\ l.i.>. i..l.A:
..::...~ ,J ~IJ ,j.li :r- ~ . . ;\ l...5 .~..1y-ll ~yo.)\ ..S:W\ ,J J4bl l.i.>. ,J ..::...L...B-1 o..lft .r:Z.J ;;.ll\J L\_)..1 ..L.._, .JI_,.d:-1
.~..ll...,~I~<J~~\