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Acknowledgements
We have successfully accomplished this thesis work, which should really be due to both of
PHPEHUV¶ FRRSHUDWLRQ DQG PDQ\ SHRSOH¶V DVVLVWDQFH 7R DOO WKRVH VR IUHHO\ RIIHUHG WKHLU
advices and encouragements, we would like to express our most sincere appreciations.
First of all, we are grateful to Dr. Desalegn Abraha, the professor of marketing at the
University of Skövde, for supervising us about our thesis work, his continuous supports and
countless suggestions and ideas, all those guide us throughout this endeavour. He has been of
continuous assistance during the entire thesis work. He is both a great teacher and guider. His
relevant advice and kind encouragement have boosted our confidence and eventually
motivated us to do our best in the work.
Moreover, we should be thankful to the contact person Mr. Nafis Ahtesam, human resource
manager of Grameen phone Telephony Company in Bangladesh who helped us by giving a
number of e-mail lists of the subscribers of GP and available information to their customers
about an upcoming survey them via email to assess their individual satisfaction to the service
rendered them. Last of all, we would like to thank all of the subscribers of GP who spent their
valuable time to answer the questions presented in this thesis.
Thank you very much.
i
Abstract
This thesis is to gain better understanding of the impact of service quality on customer
satisfaction of Grameen phone Telecommunication Company in Bangladesh. ,Q WRGD\¶V
highly competitive market environment and with growing customer expectations, companies
are trying to maintain HIIHFWLYHFXVWRPHUVHUYLFHWKDWKHOSVWREXLOGFXVWRPHU¶VUHODWLRQVKLSVR
that customers are satisfied. The purpose of this study is to identify the relationship between
service quality and customer satisfaction. The Authors choice of doing more deductive and
less inductive study is based on a number of factors. The study is more quantitative than
qualitative though applying both strategies in the case studied. Structured questionnaire was
being used in this research to collect data. Theoretical framework applied in this thesis
mainly consist on service quality dimensions (SERVQUAL) developed by Parasuraman et al.
(1988) to DQDO\]H WKH LPSDFW RI WKH FRPSDQ\¶V service quality on customer satisfaction in
relation with each factors of the service quality dimensions. The findings of this thesis show
that service quality in the company is more than sufficient implying customers are overly
satisfied and subscribers are loyal and satisfied with the services offered to them and are
ready to recommend others. The results of the study also indicated that service quality and
customer satisfaction are significantly and positively related to each other. However,
understanding and studying of the relationship among all the variables of service quality can
helps mobile service providers to identify the suitable course of action that need to be taken
to achieve trustworthiness of customers by providing better services so that a firm can
achieve economic goals like profitability, market share etc.
ii
Table of Contents Page Number
1. Introduction ............................................................................................................................1
1.1 Background of the study ................................................................................................. 1
1.1.1 Service Quality ...................................................................................................1
1.1.2 Customer satisfaction..........................................................................................2
1.1.3 Impact of service quality on customer satisfaction.............................................4
1.1.4 Telecommunications ...........................................................................................7
1.1.5 Knowledge gap ...................................................................................................7
1.2 Research questions ..........................................................................................................9
1.3 Research purpose ............................................................................................................9
1.4 Disposition ......................................................................................................................9
1.5 limitations ........................................................................................................................9
2. Theoretical framework .........................................................................................................10
2.1 Service Quality Dimensions ..........................................................................................10
3. Research Methodology ........................................................................................................ 14
3.1 Research approach ........................................................................................................ 14
3.2 Research design .............................................................................................................14
3.3 Research Strategy ..........................................................................................................15
3.4 Research Method ...........................................................................................................16
3.5 Sample Selection ...........................................................................................................17
3.6 Data collection ..............................................................................................................17
3.7 Data Analysis ................................................................................................................ 18
3.8 Validity and reliability .................................................................................................. 18
3.9 Trust Worthiness ...........................................................................................................20
3.10 Ethical Reflections: .....................................................................................................20
4. Research Data Presentation and Analysis ............................................................................22
4.1 Results ...........................................................................................................................23
4.2 Analysis .........................................................................................................................24
4.2.1 The impact of service quality on customer satisfaction in Grameen phone .....24
4.3 Customer satisfaction in GP ..........................................................................................27
4.4 Correlation analysis .......................................................................................................29
iLL
5. Discussion and Recommendations ......................................................................................30
6. Conclusion ...........................................................................................................................31
7. Suggestion for future research .............................................................................................32
References ................................................................................................................................ 33
Appendix-1 ..............................................................................................................................37
Appendix-2 ..............................................................................................................................39
Appendix-3 ..............................................................................................................................44
Appendix-4 ..............................................................................................................................45
List of Figures, Charts and Tables Page Number
Figure 1.1, Shows Service - Profit Model 5
Figure 1.2.DQR¶VPRGHORIFXVWRPHUVDWLVIDFWLRQ 6
Table 2.1, Shows the original and refined model of the five assessment dimensions of
parasuraman et al 10
Figure 2.2, Shows the relationship between Service Quality and Customer satisfaction using
SERVQUAL model 13
Table 4.1, Shows reliability coefficient and descriptive statistics of service quality(reliability,
responsiveness, assurance, empathy, and tangibility) and customer satisfaction 23
Table 4.2, Shows the result of reliability of tangibility 24
Table 4.3, Shows the result of reliability of reliability 25
Table 4.4, Shows the result of reliability of responsiveness 26
Table 4.5, Shows the result of reliability of assurance 26
Table 4.6, Shows the result of reliability of empathy 27
Table 4.7, Shows the result of reliability of Customer satisfaction 28
Table 4.8, Shows the Correlation Matrix for Service quality (Reliability, Responsiveness,
Assurance, Empathy, and Tangibility) and Customer satisfaction 29
LY
1. Introduction
Chapter one covers the background of the study which introduces literature on service quality,
customers satisfaction, the impact of service quality on customer satisfaction and the
identification of knowledge gap, research questions, research purpose, disposition and
limitation of the study.
1.1 Background of the study
1.1.1 Service Quality
Berry et al. (1988), explained that service quality is the most powerful competitive weapon,
which all the service organizations want to practice. Service quality known as the result of an
evaluation process, where customers compare their expectations about a service, with their
perception of the service to be received (Lewis & Booms, 1983; Lehtinen and Lehtinen, 1982;
Gro¨nroos, 1984; Parasuraman et al., 1985, 1988, 1994) They also added that the quality of
service can be divided into the technical quality which means 'what is done' and functional
quality, which means 'how LWLVGRQH´6HUYLFHTXDOLW\FDQEHVHHQDVWKUHH-dimensional view
which consist µLQWHUDFWLRQ¶µSK\VLFDO¶DQGµFRUSRUDWH¶TXDOLW\ /HKWLQHQDQG/HKWLQHQ1982).
The quality of the interaction involves interactive services, referring to the two-way flow
between customers and service providers, or his / her representatives, including both
automated and animated interactions. Physical quality relates to the tangible aspects of the
service. Corporate quality refers to the image attributed to a service provider by its existing
and potential customers, as well as other publics.
Many studies have designated service quality as a form of attitude - a long-run overall
evaluation; and the two structures (service quality and attitude) are considered similar
(Parasuraman, etc.., 1988; Bitner, flourish and Tetreault, 1990; Bolton and Drew, 1991;
Cronin and Taylor, 1992; Bittner and Hubert, 1994). Allport (in 1935) defined attitude is "a
learned predisposition to respond to an object in a consistently favourable or an unfavourable
way." As perceived service quality reveals a general overall appraisal of service, i.e. a global
value judgment on the superiority of overall satisfaction with the service, it is viewed as
similar to attitude (Sureshchandar et al., 2002). Parasuraman, Zeithaml, and Berry (1988)
proposed that service quality is a function of the differences between expectation and
performance along the quality dimensions.
1
Service quality is also defined as a consumer attitude reflecting the perceived overall
superiority and excellence in the process and outcome of a service provider (Parasuraman et
al., 1988). Parasuraman, et al. (1988) formulated a SERVQUAL instrument by which overall
service quality can be measured. Earlier, researcher developed ten general names in service
quality which are tangibles, reliability, responsiveness, competence, courtesy, integrity,
security, access, exchange and understanding. Based on the empirical study on five service
companies, Parasuraman et al. (1991) modified the SERVQUAL and later observed that some
of the ten dimensions were correlated. After refining it, they finalized the instrument
composed on five dimensions that are reliability, responsiveness, assurance, empathy, and
tangibles.
Several literatures has been done on service quality and customer satisfaction as two separate
concepts while others singled-out each of the concepts, treating it as one. According to
Anderson and Fornell (1994), customer dissatisfaction is a key to reduce long-term
opportunities for a firm because of poor quality products or services. The behaviour of
satisfied customers is that they are strongly trustworthy on their received services (Fornel;
1992), while Anderson and Sullivan (1993) added that satisfied customer are highly
committed and enJDJHG LQ UHSHDW SXUFKDVH WKDW FDQ KHOS WR HQKDQFH WKH RUJDQL]DWLRQ¶V
profitability. Thus, service quality can be the most powerful weapon and it is important to
UHVHDUFK LQ WKH ILHOG RI FRPSHWLWLYH PDUNHW WR HQVXUH RU HQKDQFH WKH RUJDQL]DWLRQ¶V
profitability.
1.1.2 Customer satisfaction
The most common interpretation of the concept reflects that satisfaction is a feeling, which
results from a process of evaluation of what is desired of the opposition, decided to buy their
own and meet the need or want (Armstrong and Kotler, 1996; Bercovy Church et al.1999).
Kotler (1999) also pointed out that satisfaction is a function of actual performance and
H[SHFWDWLRQVWRGHWHUPLQHDSHUVRQ VIHHOLQJVUHVXOWLQJIURPFRPSDULQJDSURGXFW¶VSURIHVVHG
performance in relation to his or her expectations. The researchers also found that customer
satisfaction from the multi-faceted, and that overall satisfaction as a function of multiple
experiences of satisfaction with the service provider (Sureshchandar et al., 2002). In
supporting to the purpose of the study, for satisfying customer, service quality plays important
role in an organization. Customer satisfaction and Service quality are the two core concepts
2
without any argument that are at the root of the marketing theory and practice (Spreng and
Mackoy, 1996).
In today's world of fierce competition, the key to sustainable competitive advantage lies in
providing high quality services, this may lead to customer satisfaction (Shemwell and so on.,
1998). Anderson et al. (1994) confirmed that satisfaction is a comparison of the consumer
experience, perceived quality and expected quality. Likewise, Oliver (1996) defines
satisfaction as the emotional reaction after the consumption and comparison of the expected
and actual performance (not confirmed) or it can be an outcome that occurs without
comparing expectations.
On the other hand, some previous researchers have illustrated customer satisfaction to explain
the expectations. Likewise, there are five key attitudes of customer satisfaction such as
knowledge of staff, communications, and proficiency of staff, willingness to provide and
design the branches which are found by Buswell (1983).
Parasuraman (1985) and other famous scholars believe the customer satisfaction as search
attributes, experience and confidence. Avkiran (1994) adopted customer satisfaction into
customer behavior, integrity, communication, access to services teller. At the same time,
according to Anderson and Fornell (1994), customer satisfaction is also a key to reduce long-
term opportunities for a firm if there is a poor quality product or services. The behaviour of
satisfied customers is that they are strongly trustworthy on their received services (Fornel;
1992), while Anderson and Sullivan (1993) added that satisfied customer are highly
FRPPLWWHG DQG HQJDJHG LQ UHSHDW SXUFKDVH WKDW FDQ KHOS WR HQKDQFH WKH RUJDQL]DWLRQ¶V
profitability. 5HODWHG ZLWK WKLV -RQHV DQG 6DVVHU DFNQRZOHGJHG WKDW ³FRPSOHWHO\
satisfied customers are those who are much more loyal thDQVLPSO\VDWLVILHGFXVWRPHU´ In the
services marketing literature, customer satisfaction is described as a judgment made on the
basis of a specific service encounter (Bolton & Drew, 1991; Cronin & Taylor, 1992).Cronin et
al. (2000) imply customer satisfaction to be an evaluation of an emotion, reflecting the degree
to which the customer believes the service provider evokes positive felling. According to
%HUU\ DQG 3DUDVXUDPDQ FXVWRPHU VDWLVIDFWLRQ PHDQV FXVWRPHUV¶ H[SHFWDWLRQV KRZ
they perceive the delivery of the product or service relative to these expectations, and whether
this confirms their expectations or not. These factors will lead to satisfaction, or
dissatisfaction and either complaint (to us or others) or to word-of-mouth recommendations.
In line with Berry and Parasuraman, Bitner and Zeithaml (2003) stated that satisfaction is the
3
FXVWRPHUV¶ HYDOXDWLRQ RISURGXFW RUVHUYLFHLQ WHUPVRIZKHWKHUWKDWSURGXFW RUVHUYLFHPHW
their expectations or not.
Cadotte and Turgeon (1996) defined satisfaction as an emotional post-consumption response

that may occur as the result of comparing expected and actual performance (disconfirmation),
or it can be an outcome that occurs without comparing expectations. Wong (2000) considers
that the customer fully satisfied with their emotions and perceptions as they assess their
reactions, while using of products or services. Anderson et al., 1994; Fornell, 1992; swanson
and Kelley,2001, has identified that customer satisfaction has many benefits for the firm such
as increased customer loyalty, enhance firm reputation, reduced price elasticity, lower costs of
future transaction, and higher employee efficiency.
Thus, it can be said that customer satisfaction is the strength that can help a firm to achieve
economic goals like profitability, market share, and return on investment where as service
quality has become a major area of attention to practitioners, managers and researchers owing
to its strong impact on business performance, lower costs, customer satisfaction, customer
loyalty and profitability (Leonard and Sasser, 1982; Cronin and Taylor, 1992; Gammie, 1992;
Hallowell, 1996; Chang and Chen, 1998; Gummesson, 1998; Lasser et al., 2000;
Sureshchander et al.,2002 etc.
1.1.3 Impact of service quality on customer satisfaction

1.1.3.1 Relation between Service Quality and Customer Satisfaction
Sureshchandar et al (2002) to determine the survey results show that the high relationship
between quality of service and customer satisfaction. Sureshchandar et al (2002), have
stressed that both the construct of service quality and customer satisfaction are the
independence of the exhibition and are indeed making a different constructs from the
perspective of the customer. The study of Spreng and Mackoy (1996) deals with the
relationship between service quality and customer satisfaction using the model developed by
Oliver et al (1992) where the model integrates the two constructs and suggests that perceived
service quality is a prerequisite to satisfactory. Spreng and Mackoy (1996) showed that the
quality of service leads to customer satisfaction while working on the model developed by
Oliver (1997) and Bolton and Drew (1991) on the other hand suggested that customer
satisfaction leads to service quality. Both of them showed the strong relationship between
4
service quality and customer satisfaction and their dependency each other. Earlier, Woodside
et al. (1989) supported the causal relationship between service quality and satisfaction with
the data collected in the field of health.
Figure 1.1, Shows Service - Profit Model

Source: Zeithaml, Bitner & Gremler, Service Marketing (2006)
As the objective of an organization is to earn profit, the profitability of an organization always

depends on customer satisfaction and to satisfy a customer, the most powerful weapon is
service quality. To show the relationship between service quality and customer satisfaction
is high, Schlesinger et al. (1994) established a model that shows service quality drives
employee satisfaction, which, in turn, drives employee performance that generates service
quality. Finally, service quality drives customer satisfaction that leads to customer retention
and profits.
1.1.3.2 Relationship between customer expectation, service quality and customer

satisfaction
According to Zeithamal, Bitner, Gremler (2006) explained customer expectations as beliefs

about service delivery that serve as standards against which performance is judged because
they thought that the customers compare their perceptions of performance with these
standards when evaluating service quality. Professor N. Kano has developed a very useful
model for characterizing customer needs where he also added that the ordinate measures
customer satisfaction as a result of the corporate achievement (Clausing, 1994). There are
three primary types of needs as perceived by customers: must-have, linear satisfier and
delighter.
5
Figure 1.2.DQR¶VPRGHORIFXVWRPHUVDWLVIDFWLRQ
Source: (Clausing, 1994)
In the bottom curve UHSUHVHQWV ³PXVW KDYH´ the model reflects basic customer needs or
features that customer normally expects from products and services. The absence of these
factors will lead to customer dissatisfaction and can result in complaints and/or loss of
FXVWRPHUV¶ OR\DOW\ If the requirements are fulfilled, these aspects contribute to customer
neutrality that means the customers always expect that their basic needs will be fulfilled. The
second type of need is the linear satisfier which may also be called the performance attributes
(serviFH TXDOLW\ ³WKH EHWWHU ZH GR WKH EHWWHU WKH FXVWRPHU OLNHV LW´ *HQHUDOO\ FXVWRPHU
satisfaction depends on better performance from service provider(s) that means when the
better service are provided, the higher levels of satisfaction are met.
lastly, in the upper curve of this model reflects to those features or functions from the
products or services that delight and excite customers which is also called unknown needs that
means unexpected fulfilment to the customers when they feel satisfied and the situation lead
to high-levels of satisfaction. When the products or services present parallel performance in
the competitive situation, this excitement can gain a competitive advantage for an
organization. From the above literature, it is seen that there are a correlation among customer
expectation, satisfaction and service quality which the impact shows the strong relationship
among them.
6
1.1.4 Telecommunications
In its own right, telecommunications is an important economic sector. The growing impact of
its on individuals and business is elevated in terms of efficiency and customer service and
HYHU\ FRXQWU\¶V FRPSHWLWLYHQHVV DV D NQRZOHGJH-based economy.Telecommunications
industry is undergoing a radical transformation, creating exciting new opportunities and new
challenges of infrastructure and service providers. Mobile communication industry is a great
global business, and users may top 1 billion marks in late 2001, from 722 million in late 2000.
Globally, the total telecom revenue of about 1.4 trillion U.S. dollars, in 2004 industry
forecasts single-digit percentage growth within the next five years. Growth is expected to be
dominated by wireless and data, which estimates suggest may total two-third of a more than
$2.2 trillion market by 2011. According to both theoretical and practical experience in
marketing, telecommunications companies should adopt to meet customer's satisfaction, in
order to obtain and maintain competitive edge in the competitive business environment. This
is because the main output of customer satisfaction is customer loyalty, and firm with a bigger
share of loyal customers profit from increasing repurchase rate, greater cross-buying potential,
higher price-willingness, positive recommendation behaviour and lower switching cost
tendency.
1.1.5 Knowledge gap
The definitions of service quality revolve around the idea that it is the result of the comparison
that customers make between their expectations about a service and their perception of the
way the service has been performed (Lewis and Booms, 1983; Lehtinen and Lehtinen, 1982;
GroEnroos, 1984; Parasuraman et al., 1985, 1988, 1991, 1994). Service has been studied
extensively since 1980s. The idea of linking service value and customer satisfaction has
existed for a long time. Studies indicate that there are links between customer satisfaction,
service quality and profitability. In recent years, studies have established mechanisms,
attempting to link between customer satisfaction and customer loyalty. Maintain effective
customer service help to create and maintain customer relationships, which is the key to
success in industrial enterprises (sing 2002). In order to meet customer demand, many
companies need to better serve their customers. Better quality of service can usually get a
higher market share and better returns (slu & and mou 2003). It is desirable for service
providers to find out what attributes consumers utilize in their assessment of the overall
7
service quality and satisfaction and which attributes are more important. Taking into account
these developments, it is evident that the service researchers need to pay more attention to
consumer reviews of technology-based services (Parasuraman and Grewal, 2000). Because of
dynamic technological change and the market competition is high; service quality becomes an
increasingly important issue in the field of competitive market. Therefore, this issues becomes
very important to satisfy the customer (Broderick & Vachirapornpuc 2002). Leisen Birgit &
Vance Cjarles (2001) assessed in both USA and Germany mobile telecommunication industry
based on cross-national assessment of service quality in the telecommunication industry
where the result came out a difficulty to provide standardized service quality solution.
Other literature has been carried out to test the significance of service quality either in other
areas or different business sectors which include, Wang and Shieh, (2006), evaluating the
level of significance of service quality on customer satisfaction in CJCU (Chang jung
christian university) Library in Taiwan, concluded that, overall service quality has a
significant effect on overall customer satisfaction and listed top five service quality features in
this respect which include collections, loaning and returning service, overall atmosphere,
electronic database system and online reservation and renewal.
In addition, Dehghan, (2006) determining the relationship between service quality and
customer satisfaction in the case of Customer Centric Group (CCG) Co, applied five factors
of the SERVQUAL Model (reliability, responsiveness, tangibility, empathy and assurance)
and developed additional three factors which include logistic/technical support, fulfilment,
pricing and courtesy.
Lastly, Satarri, Salehi and Peighambari, (2009) tested the SERVQUAL model in the Iranian
mobile telecommunication market. Their results support the application of the aspects in the
PRGHOE\ILUPVLQ,UDQ¶VPRELOHWHOHFRPPXQLFDWLRQPDUNHW In businesses where services are
part of the business, the services are visible to the customer. It would be quite natural that
such services would have a major impact on customer satisfaction. In the context of the
mobile telecommunications network, this is more important.
From the above literature with the first based on service quality in a CJCU library, the second
on a bundle of services attached to a product and the third on a mobile telecommunication
network in a different company. Thus, it is found that previous study has covered service
quality in different areas excluding telecommunications and some on telecommunications but
not in Bangladesh. There are numerous studies that identified the key service dimensions in
8
other businesses (Jun & cai 2001), but relatively little literature has investigated the impact of
service quality on customer satisfaction in the telecommunication industry in Bangladesh.
1.2 Research questions

From the research gap identified above the following research questions will be addressed in
this thesis:
1. What is the impact of service quality on customer satisfaction in Grameen phone?

2. How does the service quality dimensions relate with customers satisfaction in Grameen
Phone?
1.3 Research purpose

The purpose of this study is to identify the relationship between service quality and customer
satisfaction.
1.4 Disposition
This thesis consists of five chapters. Chapter one covers the introduction, the problem
background and discusses the knowledge gap and reasons for carrying out the study. The
second chapter discusses the theoretical framework. The third chapter deals with the
methodology applied in this study. The methodology covers research approach, research
design, research strategy, research method, data analysis, validity and reliability of the study.
The fourth chapter presents the empirical findings and analysis with respect to the theories
presented in the second chapter. Lastly, the fifth chapter presents the discussion, conclusion
and suggestion for future research.
1.5 limitations
The limitations done in this thesis are as follows. It deals with the case of Grameen phone Ltd
in Bangladesh and specifically examines the service quality and customer satisfaction in the
company. The time period covered by the thesis is from January to August 2010.
9
2. Theoretical framework
This chapter presents an overview of the theoretical concept or model that is applied in this
thesis. It introduces a model for service quality (SERVQUAL).
2.1 Service Quality Dimensions
Since a conceptual model concerning perceived service quality was proposed by Parasuraman
et al. (1988), service quality dimensions have become an area of interest in marketing
research (Bolton & Drew, 1991b; Brown & Swartz, 1989; Carman, 1990; Cronin & Taylor,
1992, 1994; Parasuraman et al., 1988, 1994; Teas, 1993, 1994; Zeithaml et al., 1996).
Parasuraman et al. (1988) identify five quality dimensions (SERVQUAL) that link specific
service characteristics to consumer expectations of quality. These five basic dimensions are
tangibility, reliability, responsiveness, assurance, and empathy.
Table 2.1, shows the original and refined model of the five assessment dimensions of parasuraman et
al
2.1.1 Tangibility: representing the service physically
Tangibles are the physical facilities, equipment, and appearance of personnel in services
(Parasuraman et al., 1988). It includes all the physical evidence of the service like the
facilities, appearance of personnel, tools or equipment used to provide the service, physical
representations of the services (e.g. statements), and even other customers. Tangibles of
10
service are the tangible facets of the service facility (equipment, signage, employee
appearance, etc.) or the man-made physical environment, popularly known as the
³VHUYLFHVFDSHV´ 6XUHVKFKDQGDU5DMHQGUDQ $QDQWKDUDPDQ
2.1.2 Reliability: delivering on promises
Reliability is defined as the ability to perform the promised service dependably and accurately
(Parasuraman et al., 1988). Reliability involves consistency of performance and
dependability. It means that the firm performs the service right first time. It also means that
the firm honours its promises. Specifically it involves accuracy in billing, keeping records
correctly, and performing the service at the designated time (Parasuraman, Zeithaml, & Berry,
1985). Reliability refers to the extent to which the retail service provides what was promised
when it was promised (Dabholkar, Thorpe, & Rentz, 1996).
Zeithaml et al. (1990) defined reliability as the ability to perform the promised service
dependably and accurately. Reliability refers to an absence of errors, precision of filing, and
precision in transactions (Spathis, Petridou, & Glaveli, 2004). Reliability is the ability to
perform the promised service consistently, dependably, and accurately. Reliability has often
been cited as the most important dimension in assessing the quality of service and is therefore
a fundamental requirement for businesses to compete in the marketplace (Cook, Bowen,
Chase, Dasu, Stewart, & Tansik, 2002).
2.1.3 Responsiveness: being willing to help
Responsiveness is defined as the willingness to help customers and provide prompt service
(Parasuraman et al., 1988). It concerns the willingness or readiness of employees to provide
services. Responsiveness involves timeliness of service like posting a transaction slip
immediately, returning a phone call quickly, giving prompt service, and setting up
appointments quickly. According to Zeithaml et al. (1990), responsiveness refers to the
motivation to help (internal) customers and provide prompt service to them.
2.1.4 Assurance: inspiring trust and confidence
Parasuraman et al. (1988) defined assurance as the knowledge and courtesy of employees and
their ability to convey trust and confidence. Assurance involves trustworthiness, believability
DQG KRQHVW\ ,W LQYROYHV KDYLQJ WKH FXVWRPHU¶V EHVW LQWHUHVWV DW KHDUW &RQWULEXWLQJ WR
11
credibility includes company name; company reputation; personal characteristics of the
contact personnel; how much a hard sell is employed in interactions with the customer
(Parasuraman et al., 1985). According to Bahia and Nantel (2000), assurance represents the
friendliness and courtesy of employees - personalized attention to the customer and the ability
of employees to inspire confidence. Zeithaml et al. (1990) defined assurance as the awareness
and good manners of the employees and their ability to convey trust and confidence to the
customers.
2.1.5 Empathy: treating customers as individuals

According to Parasuraman et al. (1988), empathy is defined as caring and individualized
attention provided to customers. Empathy refers to graciousness, respect, consideration, and
friendliness of contact personnel including receptionists, telephone operators, etc. It includes
consideration for the consumers¶SURSHUW\FOHDQDQGQHDWDSSHDUDQFHRIWKHFRQWDFWSHUVRQQHO
However, another well accepted model of service quality is the technical/functional quality
perspective (Arora & Stoner, 1996).
As originally conceptualized By Gronos (1983) technical quality involves what is provided
and Functional quality considers how it is provided. Baker and Lamb (1993) suggested that
for evaluating purposes customers tend to rely on the functional-based dimensions of service
quality. Richard and Allway (1993) found that both technical and functional dimensions
explained more of the variation in customer choice behaviour than functional measures alone.
On the contrast of SERVQUAL, more recently, Sureshchandar et al. (2003) identified five
factors of service quality as cULWLFDO IURP WKH FXVWRPHUV¶ SRLQW RI YLHZ Those are: core
service or service product, human element of service delivery, systematization of service
delivery (non- human element), tangibles of service, social responsibility. The new
operationalized and conceptualized measurement of SERVQUAL finds the significant result
regarding distinctiveness of the constructs of service quality and customer satisfaction. The
construct of service quality is independent DQG GLIIHUHQW IURP FXVWRPHUV¶ SRLQW RI YLHZ
(Sureschandar, Rajendran, & Anantharaman, 2002). By this it could be easily stated that the
newly defined construct of service quality by Sureshchandar et al. (2003) to some extent
supports the definition given by (Parasuraman et al., 1988). Hence, in this study, the
researchers will utilize the five dimensions of service quality proposed by Parasuraman et al.
(1988) to define the service quality.
12
Source: modified model from Seyed Hossain Siasath, 2008
Figure 2.2, shows the relationship between Service Quality and Customer
Satisfaction using SERVQUAL model
The SERVQUAL model above shows a relationship between the five refined elements of the
parasuraman et al model to customer satisfaction
13
3. Research Methodology
In this chapter, the research methodology applied in this thesis is presented. The chapter
covers research approach, research design, research strategy, sample selection for the study,
data collection method, data analysis, validity and reliability and trust worthiness of the study.
3.1 Research approach

There are two main research approaches- inductive and deductive. According to Bryman and
Bell (2007), deductive approach is an approach that the researcher deduces a hypothesis
which is subject to empirical scrutiny. Embedded within the hypothesis will be concepts that
will need to be translated into researchable entities. In this case, the research begins with the
theory to observations/findings.
On the other hand, empirical generalizations will be the outcome of an inductive study, based
on drawing generalizable inferences out of empirical data. A connection of
Observation/empirical data findings Empirical generalizations. The
authors choice of doing more deductive and less inductive study are based on a number of
factors. Firstly, the data collected are non-numeric but numeric approach is used to analyze
and describe data, which makes the study both inductive and deductive. Secondly, the
research are involved no hypothesis testing which makes it inductive. Thirdly, the study is
based on understanding and creating new knowledge (interpretevist).
3.2 Research design

According to Bryman and Bell (2007), a research design provides a framework for the
collection and analysis of data. Research design is chosen based on decisions about priorities
given to the dimensions of the research process. There are five different research designs.
These include experimental research design, cross-sectional research design, longitudinal
research design, comparative research design and case study research design. Experimental is
a research design that rules out alternative explanations of findings derived from it by having
an experimental group which is exposed to treatment and a control group which is not.
Cross-sectional design is a research design that entails collection of data more than one case
and at a single point in time in order to collect a body of quantitative or quantifiable data in
connection with two or more variables which are examined to determine their pattern of
14
association. Longitudinal design is research design where data are collected on a sample on at
least two occasions. Comparative design is a research design which entails the comparison of
two or more cases in order to illuminate existing theory or generate theoretical insights as a
result of contrasting findings uncovered through comparison.
3.2.1 Survey
Survey is a kind of research design that involves and allows the collection of large amount of
data from a sizeable population in a highly economical way. According to Thornhill et. al.
(2003), the data collection in the survey may include questionnaires, interviews, observation
and documentary analysis. Thus, the authors selected survey as the research design because
the thesis is all about the survey on a large number of populations of subscribers to Grameen
Phone limited, the largest telecommunication service in Bangladesh and the survey done with
the aid of questionnaires, distributed country wide.
3.3 Research Strategy

A research strategy is a general orientation to the conduct of business research that can be
either quantitative or qualitative (Bryman and Bell, 2007). Quantitative research usually
emphasizes quantification in the collection and analysis of data while qualitative research
usually emphasizes words rather than quantification in the collection and analysis of data.
Researchers have emphasized deeper differences between quantitative and qualitative
research outside mere quantification. According to Bryman and Bell (2007), quantitative
research entails a deductive approach to the relationship between theory and research; it has
also incorporated the norms of the natural scientific model and of positivism and finally,
embodies a view of social reality as an external objective reality. On the other hand,
qualitative research emphasizes an inductive approach to set a relationship between theory
and research. It has also rejected the norms of natural scientific model and of positivism and
embodies a view of social reality as constantly changing.
According to Saunders et al. (2007), quantitative research tends to express the point of view
of the researchers while qualitative research tends to express the point of view of the
participants. In this thesis, more quantitative and less qualitative strategies are applied. Based
on the characteristics or differences listed above, this study is suitable to both. It is
quantitative because it applies numerical analysis in descriptions. It is qualitative because it
15
has rejected the norms of natural scientific model and of positivism and embodies a view of
social reality as constantly changing. Generally, the study is more quantitative than qualitative
though applying both strategies.
3.4 Research Method

According to Bryman and Bell, (2007), a research method is a simply a technique for collecting
data. It can involve a specific instrument, such as a self completion questionnaire or a structured
interview schedule, or participant where by the researcher listens to and watches others.
3.4.1 Questionnaire
According to Thornhill et. al., (2003), survey allows the collection of large amount of data
from a sizeable population in a highly economical way using questionnaires as in this study.
Questionnaire, structured observation and structured interviews often falls into a survey
strategy. As the sample size of this study is done in large amount, to gather data the authors
used questionnaires which answered by one hundred and fifty customers of Grameen phone
Ltd.
3.4.2 Choice of the case company

The authors chose the case company because the company is mainly customer base service
oriented which offers standardized services that is also relevant of our business and marketing
research where it was required to examine the factors of customer satisfaction of a largest
telecommunications service provider that was ignored by the company. After contacting and
discussing over e-mail with a company representative, the authors has been assured to co-
operate on the issues related to giving information, feedback on time. The company got
interested when they realized that there is a high competition among the telecommunication
industry in Bangladesh and Because of the socioeconomic status of the country, there is no
other ways to increase the growth of the industry; other market followers are trying to attract
their operator's subscribers WKDWLVGLUHFWO\DIIHFWHGWKHFRPSDQ\¶VSURILWDELOLW\. The problem
of the company was fitting with our field of research and business administration and
marketing specifically focusing on service marketing and they also got interested when they
realized that the thesis outcome would help them to solve their current as well as their future
problem.
16
3.5 Sample Selection
In selecting respondents for the survey, the authors applied a probability sampling technique.
A probability sample is a sample that has been selected using random selection so that each
unit in the population has a known chance of being selected (Bryman and Bell, 2007). There
are many different types of probability sampling techniques. These include, simple random
sampling, systematic sampling technique, stratified random sampling and multi-stage cluster
sampling. In this study the researcher collected information from the subscribers of Grameen
phone. The population frame of this study was the entry list of subscribers in the customer
care in Bangladesh. The authors applied the systematic sampling technique by selecting every
third subscriber from the entry list to represent the total population of subscribers. Systematic
sample is a variation of a simple random sampling where each element has equal chances of
being selected. After the first element has been chosen, the other elements are selected
without resorting to the table of random numbers. The third subscriber in this case is
randomly selected where at that level, each subscribe had equal chances of being selected
after which, every third subscriber is selected from the data base of customer list from
Grameen phone.
3.6 Data collection

The present research is a unique one for Grameen Phone. As a result, both primary and
secondary sources of data were used for the present study. Therefore, the authors required
primary data to investigate the research questions. According to Sunders, Lewis & Thornhill
(2000) explain that when data gathering meet the objectives for the research questions and
hypothesises, there are two sources to face, primary and secondary data. To collect data from
the primary sources, the questionnaire survey is the most effective method for this study to
collect data for this study for the following reasons- 5HVSRQGHQW¶V DQRQ\PLW\ FDQ EH
maintained. Questionnaires distributed to one hundred and fifty prospective respondents who
are customers or subscribers to Grameen phone. It was not possible to conduct personal
interview because of time limitation. Therefore, questionnaire was the most appropriate to
carry out a survey in this study. The postal system of the country is very slow. Hence, mail
survey was too time-consuming to be feasible for this study. The internet facility is
widespread in this country. Therefore, questionnaire made available to respondents via e-
mail. The email addresses of the respondents made available by Grameen phone. Grameen
17
phone also made available information to their customers about an upcoming survey to be
sent to them via email to assess their individual satisfaction to the service rendered them.
Structured questionnaire used in this research to collect data.
To collect data, the author also used secondary sources which include, published articles,
published books, published journals, company website that helped to gather different
information, suggestions and idea to develop more logically informative research.
3.7 Data Analysis

The data Analysis followed a descriptive approach, also known as statistical research,
describes data and characteristics about the population or phenomenon being studied.
Descriptive research answers the questions who, what, where, when and how. Saunders et al.
(2009, p.140) quote Robson (2002) in order to explain the concept behind description
UHVHDUFK³WKHREMHFWRIGHVFULSWLYHUHVHDUFKLVWRSRUWUD\DQDFFXUDWHSURILOHRISHUVRQVHYHQWV
RU VLWXDWLRQV´ 5REVRQ $OWKRXJK WKH GDWD GHVFULSWLon is factual, accurate and
systematic, the research cannot describe what caused a situation. Thus, descriptive research
cannot be used to create a causal relationship, where one variable affects another. Beside it the
authors calculated the mean and standard deviation of the five dimensions of service quality to
identify most influence on service quality. For this research, SPSS version 11.1 was used as
the statistical data analysis tool as it offers greater flexibility in data analysis and
visualization.
3.8 Validity and reliability
³Two of the most prominent criteria for the evaluation of business and management research
are reliability and validity´ %U\PDQDQG%HOO
As the statement shown, reliability and validity are the two most important criteria:
Reliability in this research is set to answer the following questions, - Are the measures
devised for concepts in business and management consistent? Are the results of the study
repeatable? As the quantitative research is likely to be concerned with the question if the
measures are stable or not, reliability is particularly related to the issues in the area
quantitative research. Nevertheless, reliability is still a major aspect of concern in business
studies in general and our study in particular. In order to make the measures consistent, the
18
authors clearly laid down stepwise every method and procedures used to arrive at any
conclusion. By so doing, future researchers can also apply similar tools or methods to arrive at
the same result making the study repeatable.
Validity - Are conclusions well-founded? Validity is considered as a further and in many
ways the most important criterion concerning the integrity of conclusions generated from a
piece of research. The main types of validity are typically distinguished as following:
measurement validity, internal validity, external validity and ecological validity. Paying
attention to the criteria is obviously relevant to getting the proper answer through the study.
For these criteria represent the quality of the business research, they are important when
assessing a business research.
When used on its own, validity is usually taken to refer to measurement validity (Bryman and
Bell, 2007). In this regards, the focus is on enhancing internal, external and ecological
validity. Internal validity which relates mainly to issues of causality is enhanced in this study
by ensuring the respondents are actually users of Grameen phone whose responses ties with
reality such that the conclusion will not be misleading. Also, internal validity is enhanced by
allowing Grameen phone who will intend make use of the result be part of the study such that
they will pay great attention when issuing questionnaires in order that it goes to possible or
actual users of their service.
On the other hand, external validity which is concerned with the question of whether the
results of a study can be generalized beyond the specific research context is another important
aspect we have tried to enhance. The authors also chose a systematic sampling technique by
selecting the third of every subscriber to ensure that a sample population is a true
representative of the whole population and not a particular group of people.
In this case, our result is a true representation of the situation of Bangladesh and
generalization can be made to the rest of the subscribers. Finally, ecological validity is a
criterion concerned with the question of whether or not social scientific findings are
DSSOLFDEOHWRSHRSOH¶VHYHU\GD\QDWXUDOVRFLDOVHWWLQJV. The authors are aware Grameen phone
has a scientific model of quality measurement which they feel can be simulated to real social
setting. This could be true at some points with some exceptions or in many other cases, not at
all. Therefore our research is not tested *UDPHHQ 3KRQH¶V PRGHO RI TXDOLW\ E\ GUDZLQJ
information on how the social setting operates from their data base, but our results are drawn
from data provided by individuals in actual use of this service in everyday life. By so doing,
19
we ensured WKDW RXU FRQFOXVLRQV DUH D WUXH UHSUHVHQWDWLRQ WR ZKDW KDSSHQV LQ SHRSOH¶V
everyday natural social setting.
3.9 Trust Worthiness
According to Bryman and Bell (2007), Lincoln and Guba (1985) proposed that alternative
terms and ways of assessing qualitative research are required. In the same manner, they
proposed trustworthiness as a criterion of how good a quantitative study is. There are four
aspects of trust worthiness which lies parallel to previously stated validity and reliability.
These four aspects include credibility, transferability, dependability and confirmability.
Credibility which is parallel to internal validity refers to a question verifying how believable
the findings are. Credibility is increased in this study by working in close collaboration with
Grameen phone, keeping communications via mails and responses in the appendix of the
thesis, sharing ideas and functions with Grameen phone and making available end results to
them. Transferability which is parallel to external validity applies to applicability of the
findings in other contexts. Our study defines conditions and similar situations where the
results can be applied or tested before application by laying down characteristics of the
population in the analysis part of the thesis. Dependability parallel to reliability is to check if
the findings are likely to apply at other times. The authors done an inductive study tied to the
fact that social phenomenon is at a state of constant change though certain features still
remain constant.
Conformability which is parallel to objectivity is to check if the investigator has allowed his
or her values to intrude to a high degree. This article is written by two persons and certainly
an individual value intrusion is rare to occur since it might lead to conflict of values by so
doing, the work has been made open and simple to a normal business research criteria.
3.10 Ethical Reflections:
Ethics are explained as moral obligations to explain and answer the question under study in an
accurate and honest manner (Ghauri & Gronhaug, 2005). This study has fulfilled this
requirement by not only emphasising the positive aspect of the method but also being clear
and honest with the potential limitations. In addition, it have been ensured that the data
collection have been conducted in the way that have not been embarrassed or put the
20
respondents in an awkward situation. This imply by being clear about the research problem,
purpose of the study. Moreover, in this study the authors collected information from the
subscribers of Grameen phone. The sample frame of this study was the entry list of
subscribers in the customer care in Bangladesh given from representative of the company who
also informed to the subscribers about the survey process. Fortunately, the effort of this work
has done fruitful because there were 150 subscribers contributed by answering question
through questionnaire. In addition, the reason for the study is clearly defined.
21
4. Research Data Presentation and Analysis
With the support of the research problem and purpose, the authors addressed the issues that to
identify the impact of service quality on customer satisfaction and to examine how the
different factors of service quality relate with customer satisfaction. Thus, the authors measure
the impact of service quality on customer satisfaction and correlation among the study
variables such as service quality (reliability, responsiveness, assurance, empathy, and
tangibles) and customer satisfaction. The Authors distributed 150 questionnaires among the
respondents where 101 subscribers were responded positively. Collected data were analyzed
by using the SPSS version 11.0. The sample population frame of this study was the entry list
of subscribers in the customer care of GP. The authors applied the systematic sampling
technique by selecting every third subscriber from the entry list to represent the total
population of subscribers. Structured questionnaire was being used in this research to collect
data. Each of the questionnaires had 2 sections. Service quality was being measured by using
22 items (Section1, Question 1-22) developed by Zeithaml and Bitner (1996). Questions from
1-5 measured the reliability of the service, 6-9 determined the responsiveness, 10- 13
determined the assurance, 14-18 determined the empathy and the questions from 19-22
measured the tangibility of the organization. Customer satisfaction was being measured by
using 3 items (Section 2, Question 23- 25) adopted from the American Customer Satisfaction
Index study (NQRC, 1995) and Feick et al. (2001) and reported the reliabilities of the items
were above 0.6.
For all of these variables the previous researchers used 5 point Likert scale. Therefore, the
authors of present study also used 5 points Likert scale to measure all of these variables. The
present research is a unique one for GP. As a result, secondary sources of data were being
available for the present study. Therefore, the authors will require primary data to investigate
the research questions. To collect data from the primary sources, the researchers will use
questionnaire as in this study.
22
4.1 Results
Reliability Coefficient and Descriptive Statistics
The reliability coefficients, means and standard deviations of all the constructs in the current
study are displayed in Table 4.1. The coefficient alphas for the different constructs were
computed using the reliability procedure in SPSS (version 11.0). According to Nunnally
(1978) suggested that the preliminary stage of any research, the reliability should be between
.50 and .60 which result is sufficient. In this study, the reliability of all factors considered to
be above the standard set by Nunnally (1978).
Scales Number of items Alpha M SD
Reliability 5 0.72 4.18 0.49
Responsiveness 4 0.72 4.14 0.62
Assurance 4 0.80 4.19 0.62
Empathy 5 0.87 4.01 0.85
Tangibility 4 0.77 4.09 0.58
Customer satisfaction 3 0.62 4.32 0.49
n = 101
Table 4.1, shows reliability coefficient and descriptive Statistics of Service quality (reliability,
responsiveness, assurance, empathy, and tangibility) and Customer satisfaction
23
4.2 Analysis
4.2.1 The impact of service quality on customer satisfaction in Grameen

phone
4.2.1.1 Tangibility: representing the service physically
1. GP has modern-looking equipment
2. *3¶VSK\VLFDOIDFLOLWLHVDUHYLVXDOO\DSSHDOLQJ
3. *3¶VHPSOR\HHVDSSHDUQHDW
4. Materials associated with the service (such as pamphlets or statements) are visually appealing at GP
After analyzing the questions 1-4, the reliability of tangibles of Grameen phone
telecommunication network are concerned about the physical aspect of GP such as repair
facility, well arranged waiting area or room when customer visits, presented information desk
where subscribers can meet with them while expecting their services and also have suggestion
box(es), modern and good looking equipment that subscribers can use comfortably, employee
appearance, environment and materials associated with the services (such as pamphlets or
statements), billing statement is reliable or visually attractive. In support with the theoretical
framework, the authors evaluation of subscribers¶ UHVSRQVHV answered the 4 questions on
tangibles of GP which results shows that the reliability of tangibility (alpha = .7702) is greater
than 0.6. This implies reliability of tangibility in Grameen phone is more than sufficient
implying customers are overly satisfied as the service quality of tangibility is higher than
FXVWRPHUV¶H[SHFWDWLRQ
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
Reliability Coefficients
N of Cases = 101.0
N of Items = 4
Alpha = .7702
Table 4.2, shows the result of reliability of tangibility
24
4.2.1.2Reliability: delivering on promises
5. When GP promises to do something by a certain time, it does so

6. When you have a problem, GP shows a sincere interest in solving it
7. GP performs the service right the first time
8. GP provides its service at the time it promises to do so
9. GP company insists on error-free records
With reference to the above questions, reliability entails doing what is being promised
efficiently and at promised time. Defined in the theoretical framework, reliability is the ability
to perform the promised service consistently, dependably, and accurately. The question here
is, does Grameen phone delivers its services as promised, in absence of errors, consistently
and at designated time? Evaluating responses from Grameen phone subscribers, results shows
that reliability of reliability (alpha = 0.7162) is greater than 0.6. This implies Grameen phone
is highly reliable to its subscribers. This means, their services are delivered as promised with
additional values, accurately and at designated time
N of Cases = 101.0
N of Items = 5
Alpha = .7162
Table 4.3, shows the result of reliability of reliability
4.2.1.3 Responsiveness: being willing to help
10. GP keeps customers informed about when services will be performed

11. Employees in GP give you prompt service
12. Employees in GP are always willing to help you
13. Employees in GP never too busy to respond to your request
5HVSRQVLYHQHVVKDVWRGHDOZLWKFRPSDQ\¶V HPSOR\HHV ZLOOLQJQHVVWRRIIHUSURPSWVHUYLFHV

From the theoretical framework, responsiveness is defined as the willingness to help
customers and provide prompt service (Parasuraman et al., 1988). This has to deal with
Grameen phone customer service help desk and their ability towards setting up appointments
quickly and providing prompt services to customers. Evaluating responses from subscribers of
25
Grameen phone, results shows that reliability of responsiveness (alpha = 0.7256) is greater
than 0.6. This implies, Grameen phone promptly response to its subscribers or subscribers
have very short waiting time to be attended to.
N of Cases = 101.0
N of Items = 4
Alpha = .7256
Table 4.4, shows the result of reliability of responsiveness
4.2.1.4 Assurance: inspiring trust and confidence

14. The behaviour of employees in GP instills confidence in you
15. You feel safe in your transactions with GP
16. Employees in GP are consistently courteous with you
17. Employees in GP have the knowledge to answer your questions
According to the theoretical framework, Parasuraman et al. (1988) defined assurance as the
knowledge and courtesy of employees and their ability to convey trust and confidence. Trust
and confidence is also conveyed in the physical environment. The first set of questions
evaluatinJ*UDPHHQSKRQH¶VWDQJLELOLW\DOUHDG\FRQILUPHGPRUHWKDQVXIILFLHQWWDQJLELOLW\WR
VXSSRUW FXVWRPHUV¶ VDWLVIDFWLRQ :LWK UHVSHFW WR WKH TXHVWLRQV DERYH DVVXUDQFH LV VHHQ LQ
HPSOR\HH¶V behaviourIHHOLQJV WRZDUGVWUDQVDFWLRQV DQGHPSOR\HH¶V FRXUWHRXVQHVV towards
VXEVFULEHUVDQGHPSOR\HHVNQRZOHGJHWRDQVZHUVXEVFULEHU¶VTXHVWLRQV(YDOXDWLQJUHVSRQVHV
from Grameen phone subscribers, results shows that reliability of assurance (alpha = 0.8052)
is greater than 0.6. This implies Grameen phone has a high ability of instilling trust and
confidence to subscribers and customers are highly satisfied with the assurance provided
them.
N of Cases = 101.0
N of Items = 4
Alpha = .8052
Table 4.5, shows the result of reliability of assurance
26
4.2.1.5 Empathy: treating customers as individuals
18. GP gives you individual attention

19. GP has employees who give you individual attention
20. GP has your best interests at heart
21. Employees of GP understand your specific needs
22. GP has convenient business hours
According to the theoretical framework, Parasuraman et al. (1988), defined empathy as the
ability of the company to care and individualize attention to customers. Each customer may
have an individual need and the ability of Grameen phone to individualize its services is
additional value added. On that note, empathy refers to graciousness, respect, consideration,
and friendliness of contact personnel including receptionists, telephone operators. Evaluating
the responses provided by Grameen phone subscribers, the results shows that the reliability of
empathy (alpha = 0.8724) is greater than 0.6. This imply Grameen phone has highly
LQGLYLGXDOL]HG VHUYLFHV ZLWK UHVSHFW DQG IULHQGOLQHVV RI FRQWDFW SHUVRQQHO¶V LQFOXGLQJ
receptionist and telephone operators to each individual subscribers. This level of empathy
shows that customers are delighted as the service quality (empathy) goes above their
expectation.
N of Cases = 101.0
N of Items = 5
Alpha = .8724
Table 4.6, shows the result of reliability of empathy
4.3 Customer satisfaction in GP

23. I will go on using GP connection
24. If I bought a new GSM line, I would prefer this GSM operator
25. I recommend GP to people
Applying the definition by Kotler (1999) satisfaction is a function of actual performance and
e[SHFWDWLRQVWRGHWHUPLQHDSHUVRQ VIHHOLQJVUHVXOWLQJIURPFRPSDULQJDSURGXFW¶VSURIHVVHG
performance in relation to his or her expectations. From the questions used to evaluate
27
*UDPHHQ SKRQH VXEVFULEHU¶V VDWLVIDFWLRQ FXVWRPHU¶V OR\DOW\ LQFUHDVHV RQO\ when they are
VDWLVILHG &XVWRPHUV SUHIHU FRPSHWLWRU¶V SURGXFWVHUYLFHV ZKHQ WKH\ DUH dissatisfied with
present services and customers recommend a product/service when they have consumed and
received services quality equal or above their expectation. Results extrapolated from Grameen
phone subscribers shows that reliability of customer satisfaction (alpha = 0.6264) which is
greater than 0.6. This imply on a general note, subscribers of Grameen phone are loyal and
satisfied with the services offered them and are ready to recommend others to use Grameen
phone.
N of Cases = 101.0
N of Items = 3
Alpha = .6264
Table 4.7, shows the result of reliability of Customer satisfaction
28
4.4 Correlation analysis
A correlation analysis was conducted on all variables to explore the relationship between
variables. The bivariate correlation procedure was subject to a two tailed of statistical
significance at two different levels highly significant (p<.01) and significant (p<.05).
REL RES ASSU EMP TAN CUS_SAT
REL - .68** .77** .78** .76** .43**
RES - .66** .72** .63** .44**
ASSU - .78** .68** .246*
EMP - .75** .33**
TAN - .44**
CUS_SA -
T
Note: *p < .05, **p < .01.
Table 4.8, shows the Correlation Matrix for Service quality (Reliability, Responsiveness,
Assurance, Empathy, and Tangibility) and Customer satisfaction
The result of correlation analysis for all the variables is shown in table 4.8. The result of this
investigation shows the correlations between variables (reliability, usability, security,
empathy, tangibility) of service quality was found significantly and positively correlated with
customer satisfaction. The reliability of all the service quality is found to be statistically
significantly and positively correlated to customer satisfaction {r = .43**, p< .01} likewise
the other aspects of SERVQUAL model, the responsiveness is {r = .44**, p< .01}, assurance
is{r = .246*, p< .05}, empathy is {r = .33**, p< .01}, and tangibility is{r = .44**, p< .01}.
29
5. Discussion and Recommendations
The first question of the research presented was to investigate the impact of service quality on
customer satisfaction, in Grameen phone, mobile telephony company in Bangladesh. The
analysis of the research data showed that service quality is a major predicator of customer
satisfaction. Furthermore, the five service quality dimensions chosen have significant positive
impact on customer satisfaction. From table 4.1, According to Nullally (1978) acknowledged
that the preliminary stage of any research, the result of reliability of alpha should be between
0.50 and 0.60 which is a sufficient result of service quality (reliability, responsiveness,
assurance, empathy, tangibility). On this table, the result shows that reliability of reliability
(alpha = 0.72), of responsiveness (alpha = 0.72), of assurance (alpha = 0.80), of empathy
(alpha = 0.87), and of tangibility (alpha = 0.77), are greater than (alpha=0.6) that implies
reliability of all service quality factors KDV KLJK FRQVXPHUV¶ SHUFHSWLRQ DERXW WKH VHUYLFH
quality of GP. The result also shows that the alpha of customer satisfaction is 0.62 which
indicates that the customer satisfaction of GP is also high. However, among all the variables,
the lowest score of service quality components are reliability and responsiveness though the
individual score of them and overall service quality on customer satisfaction is high. Although
the impact of all the variables are significantly positive on customer satisfaction, the reliability
and responsiveness are less relative to the other components according to subscribers shown
in table 4.1. Thus, there is a need of customer service department and commencement
authorities to highlight more on the responsiveness, because if users find any slow response of
employees to their problems, it may cause them dissatisfied. This dissatisfaction can increase
the conversion rate from the Grameen phone users. Therefore, all employees work in these
two areas should provide timely responses to any problem of the subscribers. Reliability need
to be given some extra care, because in the telecommunications services, customers want to
be confirmed that their problem is going to be solved as the company promised. Especially in
the case after the payment, customers need reassurance about uninterrupted service. For
example: the mobile line should be connected in a very short time if the customers paid their
bill in due date. However, any kind of inconsistency may affect customer satisfaction, trust,
DQGOR\DOW\DQGDSSDUHQWO\DIIHFWFRPSDQ\¶VSURILWDELOLW\
The second question presented was to identify the relationship between service quality and
customer satisfaction. As seen in the Correlation Matrix for Service quality (Reliability,
Responsiveness, Assurance, Empathy, and Tangibility) with Customer satisfaction (on table
30
4.8), there is a statistically positive correlation of all the five service-quality dimensions with
customer satisfaction. According to the bivariate correlation procedure, there are two tailed of
statistical significance at two different levels such as, highly significant (p<.01) and
significant (p<.05). The result indicates that all the service quality is found to be statistically
significantly and positively correlated to customer satisfaction {r = .43**, p< .01} likewise
the other aspects of SERVQUAL model, the responsiveness is {r = .44**, p< .01}, assurance
is{r = .246*, p< .05}, empathy is {r = .33**, p< .01}, and tangibility is{r = .44**, p< .01}.
Thus, According to the first question, it can be said that in case of GP, from the table 4.1, if
reliability and responsiveness have higher alpha, this implies higher customer satisfaction and
vice versa. On the other hand resulting from the second question, the service quality has
strong relationship with customer satisfaction and the failure of any variable of service quality
might affect the level of relationship between each of the components and customer
satisfaction.
6. Conclusion
This study was conducted to analyze the impact of service quality on customer satisfaction
involving one of the private telecommunication companies. While there is no published
service quality study using SERVQUAL for the telecommunication industry in Bangladesh,
the outcome of this study, the findings show that there is a positively significant relationship
between service quality and customer satisfaction and the service quality is a major predicator
of customer satiVIDFWLRQ WKDW KDG DOVR SRVLWLYH LQIOXHQFHV RQ FXVWRPHUV¶ SHUFHLYHG VHUYLFH
quality. $OWKRXJK WKHUH LV YDVW FRPSHWLWLRQ LQ %DQJODGHVK¶V PRELOH WHOHFRP PDUNHW WKH\
compete not only in terms of extending and upgrading network quality, but also in terms of
customer acquisition and satisfaction via direct and indirect strategies. Based on the studied
model, the present research successfully applies what are derived from service quality and
customer satisfaction literature to mobile telecommunication sector with evidence from a
private mobile company in Bangladesh providing an integrated framework to understand the
impact of service quality using the dimensions of SERVQUAL and customer satisfaction in
the marketplace. &XVWRPHUV¶ VDWLVIDFWLRQ ZLOO EH HQKDQFHG LI Whey perceive that there is a
favourable service quality. Therefore, in order to attain and maintain high level of customer
satisfaction towards their services, the organization should focuses more on service quality.
31
7. Suggestion for future research
For future research it would be advantageous if users or subscribers are separated into
different segments based on income level, social class etc before testing their level of
satisfaction using the SERVQUAL model. These segments can then be analyzed to the
relative importance of the five dimensions of service quality in influencing FXVWRPHUV¶
satisfaction. In this way, researchers would be able to target certain segments of these quality
programs and monitor the success or failure of the program by surveying these respondents
again.
As the technical service providers offer a different type of services (including consulting,
project management, maintenance, construction), future studies may also be narrowed to only
one aspect of the service. For example, design quality, or perhaps project management service
quality rather than generalizing to all services. These segments can then be analyzed by the
relative importance of the five dimensions in influencing service quality of this special
service. By narrowing the focus of the study, the researcher would be able to identify quality
programs based on the type of services provided objective. In addition, we can also use the
model of service quality expected in the construction industry.
32
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36
Appendix-1
Lessons learned by the current authors:
Majadul Hoq Sube
In the marketing field specially in the service marketing when I have been able to study on
service quality and customer satisfaction, I realized the importance of customer satisfaction
and service quality as an important weapon to achieve organizational objective including earn
profit. Studying on related field and literature encouraged me to fit the issues on the research
which emerged a good learning experience. During the study, I formulated the current
problem and questions that are relevant to the marketing field. Throughout the whole exercise,
I have been able to learn how to link empirical data, theoretical analysis and conclusions that
support to problem and purpose of the study. Moreover, I acquired skills how to manage and
write an academic report and now I know how several theories can be used. With contributing
other parts, the most valuable part of the thesis is methodology and frame of references
chapters which I acquired knowledge how perfectly it can be related to several techniques and
theories. While our topic is much more interesting, as a project leader I made sure that all the
chapters were execute the requirements of a good thesis such as writing, editing, referencing,
productive analysing so that it became more interesting and completed successfully. I also
learnt that contribution with both authors, it was possible to construct the analysis
productively otherwise we would not have finished our whole work on time. Last of all, our
amusing oral presentation and after that commend from our examiner, Dr. Stefan Tengblad
supported us to develop some part of our thesis confidently. Hence, it was a good experience
that will help me to implement in future research in the field of business administration.
37
Sakhawat Hossain Bhuiyan
,QP\0DVWHU¶VSURJUDPLQ0DUNHWLQJJLYHVPHDQDO\WLFDOYLHZIRULGHQWLI\UHVHDUFKSUREOem
and solve these problem in perspective of marketing tools. Furthermore I encourage working
in Service quality and customer satisfaction, which gives me excellent learning experience in
popular marketing fields.
From the project report work, I have learned how to select and develop accurate theories for
and method for conduct a reliable research. In additionally went through several thesis and
journal, now I know how to several theories and method able to fit in a research report and
analysis report from collected data.
To complete the report I also have some experience in communication and writing skill.
Beside that during the end of this thesis, I am also confident in my presentation of finding.
Finally wonderful presentation made our thesis more concrete to audience for better
understand. Reading through several thesis, book and journal made me more sensible view to
defend our oral presentation as well as asked the question for opposition group.
To ideal supervision of Dr. Desalegn Abraha, I abled to data collection and theoretical
framework in our report. As a result a whole analysis part of our report contains constructive
meaning. Finally, through Masters program thesis work I gathered numerous good experience
which help me to carry out bright future. I would like to give honourable thank to Dr.
Desalegn Abraha, Professor Stefan Tengblad and my colleague Majadul Hoq Sube for
incessant support.
38
Appendix-2
An overview of telecommunication sector in Bangladesh
In the 21 century, Bangladesh has a well established telecommunications. Highest part of

Bangladesh is now connected via telecommunications facilities. There are both fixed and
mobile telephony is available. Most of the urban district is connected by phone and lands in
remote areas are also connected to a mobile phone. There are currently four mobile operators
serving adjacent BTTB (Bangladesh Telegraph and Telephone Board) Recently BTTB began
to mobile telephony. Over the past five years, significant development in mobile
communication system. In Bangladesh there is market both GSM and CDMA technology is
available. Currently there is only one operator is CDMA technology, and three other operators
using GSM technology. City cell has begun the first operation in Bangladesh in order to serve
a limited selective market with CDMA technology. Since Grameen Phone has started
operating with GSM and now serves as a market of cellular communication in
Bangladesh. After the success of Grameen Phone two other traders Aktel and Sheba world
starts operations in Bangladesh. ³Saba world´ now serving as ³Bangla Link´ under the new
leadership of Orascom. GSM means Global System for Mobile Telecommunications. In 1989,
GSM was transferred to the European Telecommunications Standards Institute (ETSI) and
phase I of the GSM specifications were published 1990th Commercial service began
mid1991, and in 1993 there were 36 GSM networks in 22 countries, with 25 new countries
that have already selected or considering GSM In addition to Europe, Africa, Australia and
many countries in the Middle East and Far East have decided to adopt GSM. In early 1994
there were 1.3 million subscribers worldwide. The digital nature of GSM allows data, both
synchronous and asynchronous data to be transported as a bearer service or a terminal RDSI.
Lose data types supported by the GSM 300 points, BP 600 BP 1200, 2400 bps and 9600 bps.
The most basic telecommunications service supported by GSM is telephony. A unique feature
of GSM compared to older analogue systems is the Short Message Service (SMS).
Supplementary services are provided on top of telecommunications services or bearer
services, and include features like international roaming, caller ID, call forwarding, call
waiting, multi-party talks and the barring of outgoing (international) calls, among others.
39
CDMA (Code Division Multiple Access) is a digital air interface standard, claiming eight to
fifteen times the capacity of traditional analogue cellular systems. It employs a commercial
adaptation of military technology, spread spectrum. Based on spread spectrum theory, it gives
practically the same services and features, such as cable service line. The main difference is
that access to the local exchange company (LEC) is provided through a mobile phone.
Although the use of CDMA mobile phones is relatively new, there is a new technology.
CDMA has been used in many military applications such as anti-jamming (because of the
proliferation signal, it is difficult to touch or interfere with a CDMA signal). Van (measuring
transmission distance to know when it will be received). Secure communication (spread
spectrum signal is very difficult to detect). CDMA is a spread spectrum technique, which
means to spread information in a particular signal of interest over a much greater bandwidth
than the original signal. With CDMA, unique digital codes, rather than separate RF
frequencies or channels used to differentiate subscribers. The codes are shared by both the
mobile station (mobile phone) and the base, and sequences are called pseudo-random
code. Since each user is separated by a unique code, all users share the same frequency band
(spectrum range). This gives you many unique advantages to the technique CDMA over other
techniques for RF cellular communication. CDMA is a digital multiple access technology and
the cellular aspect of the protocol specified by the Telecommunications Industry Association
(TIA) as IS-95. The CDMA is BSSAP divided in DTAP and BSMAP (equivalent BSSMAP
in GSM). In Bangladesh, GSM more accepted when CDMA CDMA is also better in terms of
connectivity and networking facility. CDMA network block is very low. The only downside is
that the CDMA connection system. CDMA users do not change their phone when person
wants. Modest peoples in Bangladesh are coming into the market every time new
technologies are concerned about as often changed hands. CDMA instead of GSM so that
customers prefer because of the SIM system that a person wants to change hands any time he
allows returns. CDMA also called a rim cards that correspond to a different set, but can be
transferred to less availability of care options.GSM operated telephone service is rapidly
growing Bangladeshi market.
Today in the world GSM market in Bangladesh is Grameen Phone acts as the lead
role. Grameen Phone was offered a cellular license in Bangladesh by the Ministry of Post and
Telecommunications, 28 November, GrameenPhone launched its service in 1996 March 26,
1997, Independence Day of Bangladesh. After seven years of operation, GrameenPhone has
more than 2.8 million subscribers GrameenPhone January 2005.Mundial System for Mobile
40
or GSM technology is the most widespread in the digital world, currently used by over 300
million people in 150 countries. As electronic connectivity to rural Bangladesh,
GrameenPhone is providing the digital revolution to the gates of the poor and
inconsistent. Being able to connect to cities and even abroad, the whole new world of
opportunities is open to villagers in Bangladesh. Grameen Bank borrowers who provide the
services rise economically through a new means of income while at the same time providing a
valuable service to your countrymen. The phone is a weapon against poverty. Grameen Phone
is now supplying various products and services package called national GP (to post
throughout the country to pay), regular GP (ISD and T & T in connection), easy to prepay
(mobile phone prepaid mobile connection), easy gold (pre version of the paper). Grameen
Phone has recently launched 300 and 450 package named any time, subscribers can enjoy
additional benefits through payment of a fee package. Since the initial current Telenor,
Grameen Phone has launched a new brand called "djuice", 14 April 2005. This is the new
brand, which offers some new bands that target the young generation in the
country. Connection is a prepaid phone card before Grameen 50/300/600 taka (Bangladeshi
currency) can be used to recharge the account. Rate of provision of all of the Grameen Phone
is higher than the competition. But they have the largest amount of members. The reasons
behind this success are the advantages of an extensive network throughout
Bangladesh. Grameen Phone now has a maximum capacity and coverage. This function is
meant to entice users to continue with the Grameen Phone.
Aktel a sponsor of the Grameen Phone 1.8 million TM International Bangladesh Ltd., a
company jointly owned by Telekom Malaysia and AK Khan and Company Ltd. of
Bangladesh has started activities for commercial Dhaka, a GSM 900 people. Mobile phone
operator 15th November 1997 TMIB also started activities in Chittagong, 26 March 1998.
TM International Bangladesh Ltd. in Bangladesh aims to provide telecommunications

services to date for the people of Bangladesh at competitive prices, vision TMIB able to
validate requirements and customer needs and respond, needs and demands of developing
their services. So now the day they provide various types of services to meet the needs and
demands of customers. Some services are their standards as well as mobile phone to mobile,
etc. These are standard connections are registered as T & T in connection facilities Cellular
Plus, available to pay T & T connected to and will not be just another option for connecting
mobile handsets monthly. Aktel has two types of prepaid services in the package which is just
one phone for mobile connectivity and the other is AT & T to install in the future.
41
Aktel is calling for the protection of the largest shortly after the Grameen phone, although
they were not covered in a special place to send some of Grameen is a bit weak. There is a
dispute between the signing of the recovery of Aktel. Grameen Phone is a comprehensive and
can be the same. But in terms of production capacity of colour Aktel any customer complaints
about interference to the network. In particular, calls from other operators who are
experiencing severe problems with connecting to Aktel except small amounts of these
problems. Aktel is well represented in the telecommunications industry as a whole. They are
popular because the call rate is relatively low and the pulse of facilities for the first minute.
Aktel provide any additional value added services to service providers for GSM as call
waiting, conference calls, call transfer. , barring, voice mail service (VMS) and Short Message
Service (SMS). Aktel also provides, during Ramadan, called AKTEL Tele Ramadan.
Bangla Link is a third competitor in GSM mobile telecommunication system. They have
started activities linked to their Bangla recently under new management of Orascom Co.
Previously, under the direction private Sheba Telecom Co., Ltd. At this time, the operator is
called the sheba world. Proportion of Bangla Link, the industry is growing rapidly because of
good deals. Their latest proposal to provide care is only successful TK 1500 great answer to
the market well because many users will not be able to start your subscription run out because
they set many people cannot buy good hands because of high price. However, it is being
offered help to them, although the market has a good response rate to enable better
comparison. The reason for this is weak and limited network devices so that they are not
popular yet. They plan to cover 61 districts of Bangladesh in late 2005. It is expected that next
year they will be more acceptable in the telecommunications market. Since April, they
presented the proposal to 1000 SMS free attractions and they plan to present proposals very
exciting future. Currently serving the bracelet is a standard link with a mobile phone to mobile
phones and PSTN (Local, NWD, ISD) inbound and outbound, M2M gold with mobile to
mobile and PSTN plants coming. M2M money by mobile phone facilities they offer 2.22
Taka per pulse, which is Taka 4.44 per minute, so if they can extend the coverage network,
they quickly had the opportunity to capture a large share market in the telecommunications
industry.
The fourth and youngest member of the GSM family of the telecommunications market in
Bangladesh, Bangladesh Telegraph and Telephone Board (BTTB), they have very little of the
time of connection. But they are not ready to serve mass. Only CDMA operator in
42
Bangladesh is a city cell. City cell is headed by Pacific Bangladesh Telecom Ltd., Bangladesh
is the pioneer of mobile communications. City cell strategic growth is to integrate the
customer over the highest standards of technology and the selection of packages at reasonable
prices, the company's operations centre for 24 hours with more than 86 entrepreneurs who
best pass trained to answer customer questions. Customer City Cellular is open 7 days a week
to provide customers access to a City cell in a timely manner of any City cell focused on
innovation and creating new ways for customers to stay connected and. business. Cells of the
city's diverse and competitive package mobile prepaid and post-paid, and value added services
such as SMS and information services. City Cell is intended to guide CDMA 1x technology to
create innovative multimedia features including Multimedia Messaging Service (MMS) and
many other mobile data features not available in Bangladesh. They do not have a SIM card so
that the user will have to buy a city cell only proffered hand. They have recently launched
RIM, but RIM is still compatible with a set of hands available. Therefore, the customer
experience and young lovers hand with the latest set of new functionality and design cannot
be connected to mobile city.
It is possible for other foreign telecom companies to enter the telecommunications sector in
Bangladesh. The race will start harder and harder every day because operators will work to
protect the value of the net and more offered new. Because many people of Bangladesh
cannot attempt rate in the industry's current size is not growing as it should. People from
Bangladesh are lower rate than the thousands of properties, because the basic needs of the
mobile phone is communicating. For entrepreneurs, the only way to get maximum market
share is reduced.
Sources:
www.aktel.com
www.grameenphone.com
www.banglalinkgsm.com
www.citycell.com
43
Appendix-3
The Questionnaire for Customers of Grameen Phone
Age ________ Years

Female Ƒ Male Ƒ
Please carefully read each descriptive statement, thinking in terms of your opinion about the provided service
TXDOLW\RI³*UDPHHQ3KRQH´ GP). Please circle the number, which most closely responds to your thinking.
1 2 3 4 5
Strongly disagree Disagree Uncertain Agree Strongly Agree
1. GP has modern-looking equipment 1 2 3 4 5

2. *3¶VSK\VLFDOIDFLOLWLHVDUHYLVXDOO\Dppealing 1 2 3 4 5
3. *3¶VHPSOR\HHVDSSHDUQHDW 1 2 3 4 5
4. Materials associated with the service (such as pamphlets or statements)
are visually appealing at GP 1 2 3 4 5
5. When GP promises to do something by a certain time, it does so 1 2 3 4 5
6. When you have a problem, GP shows a sincere interest in solving it 1 2 3 4 5
7. GP performs the service right the first time 1 2 3 4 5
8. GP provides its service at the time it promises to do so 1 2 3 4 5
9. GP company insists on error-free records 1 2 3 4 5
10. GP keeps customers informed about when services will be performed 1 2 3 4 5
11. Employees in GP give you prompt service 1 2 3 4 5
12. Employees in GP are always willing to help you 1 2 3 4 5
13. Employees in GP never too busy to respond to your request 1 2 3 4 5
14. The behavior of employees in GP instills confidence in you 1 2 3 4 5
15. You feel safe in your transactions with GP 1 2 3 4 5
16. Employees in GP are consistently courteous with you 1 2 3 4 5
17. Employees in GP have the knowledge to answer your questions 1 2 3 4 5
18. GP gives you individual attention 1 2 3 4 5
19. GP has employees who give you individual attention 1 2 3 4 5
20. GP has your best interests at heart 1 2 3 4 5
21. Employees of GP understand your specific needs 1 2 3 4 5
22. GP has convenient business hours 1 2 3 4 5
23. I will go on using GP connection 1 2 3 4 5
24. If I bought a new GSM line, I would prefer this GSM operator 1 2 3 4 5
25. I recommend GP to people 1 2 3 4 5
44
Appendix-4
Results:
Reliability of tangibility
0HWKRG VSDFHVDYHU ZLOOEHXVHGIRUWKLVDQDO\VLV
B
5(/,$%,/,7<$1$/<6,66&$/( $/3+$
5HOLDELOLW\&RHIILFLHQWV
1RI&DVHV 1RI,WHPV
$OSKD
Reliability of reliability
B
5(/,$%,/,7<$1$/<6,66&$/( $/3+$
1RI&DVHV 1RI,WHPV
$OSKD
Reliability of responsiveness
B
5(/,$%,/,7<$1$/<6,66&$/( $/3+$
1RI&DVHV 1RI,WHPV
$OSKD
45
Reliability of assurance
B
5(/,$%,/,7<$1$/<6,66&$/( $/3+$
1RI&DVHV 1RI,WHPV
$OSKD
Reliability of empathy
B
5(/,$%,/,7<$1$/<6,66&$/( $/3+$
1RI&DVHV 1RI,WHPV
$OSKD
Reliability of customer satisfaction

B
5(/,$%,/,7<$1$/<6,66&$/( $/3+$
1RI&DVHV 1RI,WHPV
$OSKD
46
Descriptives
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
REL 101 3.20 4.80 4.1822 .48670

RES 101 2.67 5.00 4.1386 .62051
ASSU 101 2.00 5.00 4.1906 .61963
EMP 101 1.50 5.00 4.0693 .85522
TAN 101 2.80 5.00 4.0970 .57939
CUS_SAT 101 3.33 5.00 4.3168 .49075
Valid N 101
(listwise)
Correlations
Correlations
REL RES ASSU EMP TAN CUS_SAT

REL Pearson 1 .688(**) .767(**) .780(**) .764(**) .429(**)
Correlation
Sig. (2-tailed) . .000 .000 .000 .000 .000
N 101 101 101 101 101 101
RES Pearson .688(**) 1 .657(**) .720(**) .633(**) .442(**)
Correlation
Sig. (2-tailed) .000 . .000 .000 .000 .000
N 101 101 101 101 101 101
ASSU Pearson .767(**) .657(**) 1 .785(**) .682(**) .246(*)
Correlation
Sig. (2-tailed) .000 .000 . .000 .000 .013
N 101 101 101 101 101 101
EMP Pearson .780(**) .720(**) .785(**) 1 .753(**) .328(**)
Correlation
Sig. (2-tailed) .000 .000 .000 . .000 .001
N 101 101 101 101 101 101
TAN Pearson .764(**) .633(**) .682(**) .753(**) 1 .442(**)
Correlation
Sig. (2-tailed) .000 .000 .000 .000 . .000
N 101 101 101 101 101 101
CUS_SAT Pearson .429(**) .442(**) .246(*) .328(**) .442(**) 1
Correlation
Sig. (2-tailed) .000 .000 .013 .001 .000 .
N 101 101 101 101 101 101
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).
47
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List of Figures, Charts and Tables Page Number

Figure 1.1, Shows Service - Profit Model 5

Table 4.2, Shows the result of reliability of tangibility 24

Table 4.3, Shows the result of reliability of reliability 25

Table 4.4, Shows the result of reliability of responsiveness 26

Table 4.5, Shows the result of reliability of assurance 26

Table 4.6, Shows the result of reliability of empathy 27

Table 4.7, Shows the result of reliability of Customer satisfaction 28

1.1 Background of the study

1.1.1 Service Quality

1.1.2 Customer satisfaction

Cadotte and Turgeon (1996) defined satisfaction as an emotional post-consumption response

1.1.3 Impact of service quality on customer satisfaction

Figure 1.1, Shows Service - Profit Model

As the objective of an organization is to earn profit, the profitability of an organization always

1.1.3.2 Relationship between customer expectation, service quality and customer

According to Zeithamal, Bitner, Gremler (2006) explained customer expectations as beliefs

1.1.5 Knowledge gap

1.2 Research questions

1. What is the impact of service quality on customer satisfaction in Grameen phone?

1.3 Research purpose

2.1 Service Quality Dimensions

2.1.1 Tangibility: representing the service physically

2.1.2 Reliability: delivering on promises

2.1.3 Responsiveness: being willing to help

2.1.4 Assurance: inspiring trust and confidence

2.1.5 Empathy: treating customers as individuals

3.1 Research approach

3.2 Research design

3.3 Research Strategy

3.4 Research Method

3.4.2 Choice of the case company

3.6 Data collection

3.7 Data Analysis

3.8 Validity and reliability

3.9 Trust Worthiness

3.10 Ethical Reflections:

Scales Number of items Alpha M SD

Reliability 5 0.72 4.18 0.49

Responsiveness 4 0.72 4.14 0.62

Assurance 4 0.80 4.19 0.62

Empathy 5 0.87 4.01 0.85

Tangibility 4 0.77 4.09 0.58

Customer satisfaction 3 0.62 4.32 0.49

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