Measuring service quality in telecommunication service enterprises with servqual scale: The case of Kabul

Genuine Value and purpose: As the economies develop, the share of the service sector in the economy gradually increases, and the market of the service sector surpasses the goods market in terms of size and turnover. If businesses want to achieve long-term success in the sector in which they operate, it has become obligatory to offer a product or service to the customer in the best quality, at the lowest price, in a different way, and in the fastest way. For this reason, quality, measurement, and improvement of quality are among the most important issues for today's businesses. There are still problems in quality, especially for developing countries. It is difficult to measure quality in the service sector because of its service characteristics. Recently, studies on service quality have increased, increasing the interest of researchers in this field. Many scales have been developed so far to measure and evaluate service quality. Looking at the literature, the most preferred scale in the studies is the Servqual Scale developed by Parasuraman, Zeithalm, and Bitner (PZB) (1985). This study aims to measure and comparatively analyze the expectations and perceptions of customers regarding the services of Salaam Telecom, AWCC, Roshan, Etisalat, and MTN operators with SERVQUAL scale in Afghanistan in Kabul. No research determines (measures) the service quality in the telecommunications sector in Afghanistan. The measurement of the service quality of the main telecommunication companies (Salaam Telecom, AWCC, Roshan, Etisalat, and MTN) operating in the city of Kabul was discussed in terms of university students. Therefore, this study is original and valuable. Method; "Servqual Service Quality Scale" developed by Parasuraman, Zeithalm, and Berry (1985) will be used in the measurement of service quality in the research. The data collection tool is the questionnaire. SPSS Program will be used in the analysis of the data (Nakip and Yaras 2016:239). The questionnaire form used in the study will consist of four parts; In the first part, demographics, students' school information, user company, and other information will be asked. In the second part, 22 questions in the SERVQUAL model scale will be asked to measure perceived service quality. (Korkmaz and Kökalan, 2019:266). In the third section, 22 questions in the SERVQUAL model scale will be asked for the expected service, and in the fourth section, there are 5 questions to measure the significance scores of the dimensions expressing the service quality characteristics of the GSM operators according to the service areas of the GSM companies. The data obtained from the participants will be subjected to frequency distribution, hypothesis testing, t-test, ANOVA analysis, correlation analysis, and recreation analysis after performing reliability and validity tests (Ersoy Yıldırım, 2014:187). Management; For the research management of the doctoral thesis there will be a Ph.D. student and Consultant Instructor. Objectives, goals and expected outputs; With this study, it explains the importance and necessity of measuring service quality (perceived service-expected service) in the telecommunication service sector, using the "SERVQUAL" scale, measuring the service quality of the main telecommunications company (Salaam Telecom, AWCC, Roshan, Etisalat, and MTN) operating in the city of Kabul, university students In terms of the telecommunication sector, determining the most important dimension of the service and comparing the existing deficiencies between the companies. Thus, a quality improvement study by prioritizing important dimensions and critical items related to the service quality of telecommunication enterprises can yield better results for the future. To use the information to be obtained in segmenting the customers, selecting the target audience, and positioning them. Widespread impacts; At least 1 SSCI or SCI article, or two TR series articles, and 1 doctoral thesis are planned instead, it will be a source for future research as well as a spark for another thesis/project in the service sector.