Measuring customer satisfaction on perceived service quality : case mobile telecommunications service of Bouygues Telecom, France
Nguyen, Thien Phuc (2014)
Nguyen, Thien Phuc
Turun ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121519740
https://urn.fi/URN:NBN:fi:amk-2014121519740
Tiivistelmä
The incessant development of service industries always predisposes customers to their new level of satisfaction. Gaining customer satisfaction is one of the key factors that help companies remain competitive and sustainable. Therefore, measuring customer satisfaction is a perpetual topic conducted by many marketers, as well as researchers from time to time.
The objectives of this thesis are to elucidate customers’ perceptions regarding mobile telecommunication services in French mobile telecom market and whether customers are satisfied with the provided services. The thesis focuses on the customers of Bouygues Telecom in various regions of France.
Theoretical framework mainly discusses the two well-known models based on both American and European perspectives which are SERVQUAL model and Nordic model, respectively. These two models are utilized as the integral foundations for measuring customer satisfaction in this thesis. At the same time, the theoretical framework also discusses the related definitions such as service quality, customer expectation, zone of tolerance and customer satisfaction…etc, as well as their interrelations, which later support for the collected data. The research was conducted using based on quantitative approach. More specifically, the data was collected using questionnaire with both self-administrated approach and interviewer-administered approach.
In the empirical research, SERVQUAL model reveals that mobile network quality, responsiveness and reliability are the three most significant dimensions according to customers’ perception. Accordingly, those three dimensions are also the most expectation dimensions. Of six measured dimensions, only half of which receive the sufficient level of customer satisfaction which are mobile network quality, tangibles and assurance, leaving the rest dissatisfied. However, the final result of SERVQUAL model discloses a positive relationship between mobile services of Bouygues Telecom and customer satisfaction. Likewise, Nordic model also reveals a positive relationship between the company’s services and customer satisfaction in term of processes (functional quality) and final outcomes (technical quality), especially in mobile network quality. The homogeneous results between SERVQUAL model and Nordic model have confirmed the sufficient level of customer satisfaction regarding mobile services of Bouygues Telecom.
The objectives of this thesis are to elucidate customers’ perceptions regarding mobile telecommunication services in French mobile telecom market and whether customers are satisfied with the provided services. The thesis focuses on the customers of Bouygues Telecom in various regions of France.
Theoretical framework mainly discusses the two well-known models based on both American and European perspectives which are SERVQUAL model and Nordic model, respectively. These two models are utilized as the integral foundations for measuring customer satisfaction in this thesis. At the same time, the theoretical framework also discusses the related definitions such as service quality, customer expectation, zone of tolerance and customer satisfaction…etc, as well as their interrelations, which later support for the collected data. The research was conducted using based on quantitative approach. More specifically, the data was collected using questionnaire with both self-administrated approach and interviewer-administered approach.
In the empirical research, SERVQUAL model reveals that mobile network quality, responsiveness and reliability are the three most significant dimensions according to customers’ perception. Accordingly, those three dimensions are also the most expectation dimensions. Of six measured dimensions, only half of which receive the sufficient level of customer satisfaction which are mobile network quality, tangibles and assurance, leaving the rest dissatisfied. However, the final result of SERVQUAL model discloses a positive relationship between mobile services of Bouygues Telecom and customer satisfaction. Likewise, Nordic model also reveals a positive relationship between the company’s services and customer satisfaction in term of processes (functional quality) and final outcomes (technical quality), especially in mobile network quality. The homogeneous results between SERVQUAL model and Nordic model have confirmed the sufficient level of customer satisfaction regarding mobile services of Bouygues Telecom.