The Impact of Service Quality toward Customer Satisfaction: An Empirical Case of Smart- Phone Users in Higher Educational Institutions of Southern Punjab, Pakistan

Abstract

Service Quality plays a prominent role in enabling businesses to meet their customers’ need and

therefore it acts as a catalyst in the process of creating and delivering value to them. Therefore,

the effort has been made to examine the crucial factors such as service quality and satisfaction

among the smart-phone users of higher educational institutions of Southern Punjab, Pakistan.

The core objective of this research paper is to examine the effect of service quality on

satisfaction. Researchers have adopted the research conceptual model of (Kim et al., 2004).

Researchers have taken dependent variable as satisfaction and independent variable is service

quality. Researchers have used descriptive survey research and the research tool of questionnaire

used as a tool of data collection. Population of the study comprised all the higher education

institutions in Southern Punjab. Data collected from the sample of 200 smart-phone user. Results

indicate that quality of customer services dimensions on satisfaction are significant; the 14.5%

variance is explained. Four quality dimensions of service quality have positive effects on

satisfaction. Those are Value-added-services (Beta, .155, sig (p), 0.27) Price (Beta .184, sig (p),

0.009), Mob devices (Beta.188, sig (p), 0.007), and Customer services (Beta .158, sig (p), 0.023).

The characteristic of service quality dimensions on purchaser’s satisfaction is positive.