Impact of 4G Mobile Service Quality on Customer Satisfaction in Dhaka City : An Application of SERVQUAL Model

The aim of this study is to investigate how the different dimensions of 4G service quality affect customer satisfaction level of 4G mobile service users in Dhaka city. This descriptive study is based on empirical research approach that is done through collecting primary data from 365 respondents. The well known SERVQUAL model is used for examining impacts of tangibility, reliability, responsiveness, assurance and empathy on customer satisfaction. SmartPLS 3.0 and SPSS were used for data analysis. Based on previous studies, a model was developed and five hypotheses were proposed. SmartPLS booststrap was run to test the model validity and the hypotheses. Moreover, to find out the deviations between the expected and realized opinions towards all the dimensions of service quality gap analysis was done. The results shown that reliability, responsiveness and empathy positively influence customers’ satisfaction; where tangibility and assurance do not. The explanatory power of the model is 36.7% based on realized views about all the dimensions of service quality of 4G services