Innovative service quality measurement system for service encounter of mobile telecom industry in Thailand

Abstract

The measurement of service quality has become a key strategy for ensuring a long term sustainability and competitiveness of the firm. This thesis aims to develop a service quality measurement for mobile service encounter (SQM-ME) model, beginning with the investigation of earlier researches. To make an analogy with several SQM models, the strength of each model was accustomed to construct a new SQM model (called SQM-ME Model) by applying the concept of system model. Secondly, the SQM-ME model was modified by the advices from expert panel by using Delphi method. The SQM-ME model compares the service quality gap in two dimensions, which are customer perspective and orgnaizational perspective. It also reveals six SQ factors, which are facility, speed, reliability, professional competence, agent utilization and responsiveness. Next, factor analysis method was utilized to modify the SQM-ME model. Then, multiple regression analysis shows the relative equation: Y (Overall SQ) = 4.041+.268x(Friendliness)+.431(Ambient condition)+.796(Employee capability)+1.252x(Accuracy)+1.672x(Queuing Speed). Finally, the SQM-ME system was developed and test in mobile service shops.