Service Quality

The literature review deals with the points of view of the eminent scholars, who have assessed the chosen topic from different angles. Therefore, the chapter would assess the chosen topic from different angles to understand in a better way. The chosen topic would be assessed by using different models and theories such as, SERVQUAL model of service quality and SPC model related to the factor of customer loyalty. The aspect of customer satisfaction would also be depicted. The term service quality refers to the assimilation of two factors that is service and quality. Therefore, maintaining a perfect equilibrium, between the two factors would enhance the overall scenario. As opined by Bansal& Taylor (2012), service quality can be measured according

The model speaks of five aspects such as, reliability, responsiveness, empathy, assurances and tangibles. The model is a type of analytical tool. This model can help the management of a company to assess the gap between the provided service quality and what the customers desire from the company. Chen (2011) has stated that the model is an exploratory one and does not describe the actual gaps in the offered service.Dick &Basu (2010) have opined that perceived value for the customers refer to the overall assessment of how the presented service provides the intended benefit to the users. Therefore, the value for money products or the services would obviously satisfy the customers. Five dimensions are there according to Howat, Crilley& McGrath (2009), such as, quality, price, behavioural price, emotional response and reputation. Therefore, customer satisfaction is the ultimate criterion to decide whether the services meet the perceived quality standard or not (Hafeez& Muhammad, 2012). Theresearcher has thus observed that customer value and customer loyalty are the two important factors of customer perceived

Different customers have different level of expectation from the companies. Therefore, the telecom companies would find it quite difficult to understand the general notion of perceived service quality. As opined by Huang & Yu (2012), the Indian telecom sector has a varied customer response as, the gap between the provided service and the desired quality varies considerably.

2.4.1 Service-profit-chain (SPC) model

The model specifies that there is a relation between the aspect of customer loyalty and employee productivity. Therefore, if the companies are trying to appease the customers to retain them, the best way would be to make the employees happy. One of the most important derivatives from this model is that customer satisfaction can result into customer loyalty (Eshghi, Roy &Ganguli, 2009). Therefore, the telecom companies have the option of encouraging the customers to work positively to make the customers loyal. The model also reveals that if the employees are happy and contented, the quality of service provided would automatically improve. Therefore, ultimately the companies would secure a positive image and credibility in the