THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION OF TELECOMMUNICATION SERVICES IN ERAVUR PATTU CHENKALADY DIVISION OF BATTICALOA

Abstract

Along with globalization,new technologies are introduced to the telecommunication industry in order to enhance service quality which is consequential to attract and retain rational customers. Previously many researchers focused on the concept of service quality and customer satisfaction in Sri Lanka. However, researchers saw that medsurements of service quality are different from country to country. Hence, research findings of different other countries could not be generalized to Sri Lankan context. Thus, there is a requirement to research the impact of service quality on customer satisfaction of telecommunication service in Sri Lanka in order to enhance the customer satisfaction. This study is mainly considering primary data. The primary data were collected through closed structured questionnaire from 200 respondents in Eravur Pattu Chenkalady Division of Batticaloa. The collected data were analyzed by using, univariate, correlation and regression analysis. This study aim to investigate the impact of tangibility, reliability, responsiveness, assurance and empathy on customer satisfaction Results revealed that the major dimensions of service quality which impact on customer satisfaction are empathy, tangibility and reliability. Other dimensions are responsiveness and assurance do not impact on customer satisfaction. And, this research revealed that there is positive relationship between service quality and customet satisfaction in telecommunication in Telecommunication Service. Consequently, these research findings have provided some useful insight feedback to Telecommunication service providers in the future,