AN IN-DEPTH ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY DIMENSIONS ON CUSTOMER SATISFACTION IN THE TELECOMMUNICATION INDUSTRY: EMPIRICAL EVIDENCE FROM SOUTHWESTERN AFGHANISTAN

Abstract

The goal of this research is to examine the complex relationship between customer satisfaction and service quality parameters in the telecommunications industry in the southwest region of Afghanistan. We examined the impact of service quality dimensions, such as those specified by the SERVQUAL model, in addition to essential factor network quality, on customer satisfaction utilising a methodological approach based on primary data collection employing a convenience sampling technique. This study looks for underlying trends and relationships between the dependent variable, customer satisfaction, and all six independent service quality aspects. Cochran's formula was used to collect data from 271 respondents using questionnaires. The relationship between many factors of service quality and their impact on customer satisfaction is demonstrated by our research. Responsiveness, network quality, and dependability are essential when assessing client satisfaction. Nevertheless, results manifested that assurance and tangibility are insignificant in determining customer satisfaction. Our research accentuates how exponentially quickly these businesses should address and improve these aspects of service quality to satisfy changing consumer expectations and promote long-term success in the southwestern zone of Afghanistan.