Assessing Service Quality in Cyprus Mobile Telecommunication industry: A case Study of CYTA and Areeba

ABSTRACT The imperative of Quality and its management are facts in modern business and have a great impact on both industrial and service sector enterprises. Moreover, these aspects have become of the most significant in pursuing business excellence, superior performance and global competitiveness. This is the reason why studies of service quality, service value and customer satisfaction have dominated the services marketing literature. The main purpose of this research paper is to assess service quality in the mobile telecommunication services available in Cyprus. Today only two companies offer this kind of services, notably CYTA and Areeba. Having these in mind, this study aims to explore how customers perceive service quality in these two organizations and moreover seeks to identify any existing differences between them. Based on the results, it will be determined whether the actual performance of both organizations complies with customers expectations. In order to achieve our objectives, a modified version of SERVQUAL framework was used. Particularly, the use of the SERVQUAL scale was discovered to fit the purpose of this study which aims to determine customer expectations and perceptions, and assess service quality in CYTA and Areeba. Furthermore telephone survey was chosen as the most appropriate data collection method because of the relevant environment and due to time limits. In particular, a total of 150 respondents were surveyed, a number which we consider quite representative for the population of Cyprus. Further, the collected data were processed and analyzed using the statistical techniques of SPSS. The findings of the study come out in favor of CYTA who obtained higher ratings in most items. Nevertheless, it was found that both organizations lack the efficiency to tune into their customers expectations as regard to Reliability, the most essential determinant of service quality as appreciated by the customers. Other than that, it was discover that Areeba outperforms CYTA in Responsiveness. More specifically while this dimension was the prime strength of Areeba, it was one of the main weaknesses of CYTA