An Empirical Evaluation of Perceived Mobile Service Quality Model using Path Analysis
Abstract
Purpose : Present study strives to combine both functional as well technical aspects of service quality and an attempt has been made to propose a conceptual model in which perceived mobile service quality are divided into three constructs like Interaction Quality dimension, environment quality dimension, and outcome quality dimensions for mobile service providers with the help of previous conceptual model suggested by Cronin and Brady (2009) with certain modifications and confirmatory factor analysis is used to validate the proposed model.
Methodology /Design: To develop the model, required methodology was drafted by taking into considerations the guidelines suggested by Churchill (1979), Gerbing and Anderson (1988) and O’Leary-Kelly and Vokurka (1998). An exploratory qualitative data collection via interview method and asking open ended questions to various users of mobile phones by random sampling approach so that hidden information as their thought process can be understood in an effective manner. Each interview composed of 30-40 minutes each was made to get an idea about hidden insights about perceived mobile service quality. After this, structured questionnaire was drafted and online survey was conducted in North India (persons who are at least user of one mobile service provider) so that reliable data can be collected.
Findings : The findings of the study reveals that in proposed current model of mobile service quality, interaction quality, Network Environment cum equipment Quality, and Outcome quality are main elements considered by mobile users while availing mobile services , so all mobile service companies an consider these dimensions then accordingly formulate their marketing strategies. Hence is can be concluded that conceptual proposed model of perceived mobile service is valid as per the analysis carried via Confirmatory factor analysis
Limitations : As for as limitation of current study is concerned, sample size was limited so future research can be done by making appropriate clusters of population via demographic segmentation so that robustness and generalization of proposed model can be validated at maximum extent .
Practical Implications: Current proposed model of perceived mobile service quality is the vital and relevant tool for marketing experts of mobile industry which surely will suggest appropriate insights and about the various attributes of service quality in mobile industry. Because of increased disposable income of Indian People cultivates the mobile market and revolution of smart phone usage among Indian provide mobile service providers to be alert in their service area otherwise competitors will grasp the opportunity to capture market share.
Social Implications: The study will facilitate the population of India to make better understanding of perceived mobile service quality’s attributes so that when they will avail any mobile service from service providers.
