Measuring the service quality in the gsm operators wi̇th servqual scale: Kayseri sample

In this thesis study, it is aimed to make a comparative analysis of the expectations and perceptions of customers with SERVQUAL scale for the services provided by GSM operators. In this context, 511 customers who takes service from GSM operators in the city center of Kayseri were surveyed, 3 were excluded because of their insufficiency and 508 were evaluated. The reliability of the scales which were obtained in this research is identified by Cronbach's Alpha (α) coefficient. In the assessment of the data, hypothesis test, correlation by t test, frequency and anova analysis were used. As a result, it was seen that the services provided by Turkcell, Vodafone and Türk Telekom operators could not fulfil the service requirements of the customers. There was no significant difference between service quality scores of operators. However, the relationship between service quality and customer satisfaction is higher for Türk Telekom than for other operators. Among the service quality dimensions, physical service dimension was the best service dimension and the most negative dimension was the understanding dimension. Although the findings of the study contain limitations due to the size of the sample and because it covers the city center of Kayseri, it can be said that it can be used as a comparison data for the GSM sector and other studies focused on service quality. Keywords: GSM Operators, Customer Expectations, Customer Perceptions, Service Quality, SERVQUAL, Turkcell, Vodafone, Turk Telekom.