Using SERVIQUAL to investigate the quality of provided wireless communication services in UAE

Purpose: The purpose of this paper is to investigate the service quality of wireless telecommunication services in the UAE. Design/methodology/approach: This study uses the five dimensions of SERVQUAL instrumentation (reliability, assurance, tangibility, empathy and responsiveness) that are believed to represent service quality to approach a result of service quality level through comparing customers’ expectations to their perceptions. A SERVQUAL survey was constructed and distributed among a total number of 100 Etisalat users from four different age groups. Findings: The results showed a significant difference between users’ expectations and the current level of quality of services in tangibility dimension of quality. The other variables were ranked in this order, assurance, reliability, responsiveness and empathy in service quality. Research limitations/implications: The research findings encompass individuals from society only and may not be practical to generalize the findings to business organizations or industries as they have special offers and packages designed for their nature of the study. Practical implications: This research is intensely valuable for Etisalat telecommunication company as it reflects and rates their service provided to the individuals of the society (citizens and residents) from five different critical dimensions. Consequently, it offers the firm the chance to improve the negative gaps in their services. Thus, higher customer satisfaction and loyalty. Originality/value: This study demonstrated that a multi-cultural society could influence customers’ expectations and perceptions of service quality. The study results showed opposing expectations and perceptions to the same dimension from people of the same age group. The highest gaps were found to be in the tangibility and assurance dimensions whilst the lowest gap was found in the empathy dimension.