Using SERVQUAL to assess the quality of service provided by Jordanian telecommunications Sector

Purpose – The purpose of this paper is to explore the application of the SERVQUAL approach to assess the quality of service of Jordanian telecommunication sector and how this can ultimately affect customer loyalty. Service quality has a very high importance in a sector that is becoming highly competitive. Design/methodology/approach – The paper uses a survey to asses the service quality from the viewpoint of customers using a stratified sample that consists of customers of each of Jordanian Telecommunication Company. The survey contrasts respondents’ expectations of a service with their perceptions of the service delivered by telecommunication companies. Findings – The study showed that the telecommunications company needs to understand the Jordanian customer expectations in the light of the unique cultural traits of these customers. This affects that companies’ ability in meeting customer expectations, Loyalty is directly enhanced by achieving service quality and should be one of the main goals for telecom companies. Research limitations/implications – Some of the findings cannot be generalized across industries or across countries. Practical implications – The paper will be of interest to Jordanian telecommunication firms to academics investigating the reliability and value of service quality assessment tools. Originality/value – This study showed that culture can have an impact on customers’ expectations of service quality. This is reflected by the findings about responsiveness and tangibility. Responsiveness was found to be the dimension that has the greatest impact on loyalty within the Jordanian culture, while tangibility has the lowest correlation with loyalty.