Service Quality and Customer Loyalty: A Case on Mobile Telecommunication Sector in Colombo District
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Date
2012
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
In today's dynamic business environment, obtaining the customer loyalty has become a business asset and a competitive edge for various companies. In order to get that one of the major tool they use is Service Quality. This has become a common practice in Mobile Telecommunication Sector as well.
A service can be defined as any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything (Kotler and Armstrong, 2007). Further they defined quality as the characteristics of a service that bear on its ability to satisfy stated or implied needs of customers.
It is believed that service quality as a key lever to create customer loyalty (Oliveira, 2003). In order to clarify this idea, the mobile telecommunication sector, all the service providers are applying and practicing the tool service quality to ensure customer satisfaction and long term relationships with customers which ultimately result in customer loyalty in light of the literature, it has been identified the significance of the relationship between service quality and customer loyalty. Further, the literature proves that the main influential factors of service quality to loyalty differ from industry to industry. It also suggests that even in the same industry, the influential factors can differ country to country or contextually. However, it couldn't be found any research related to Sri Lankan mobile telecom sector.
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Keywords
Entrepreneurship and Manangment, Managment, Computing and Information Science