Achieving Sustainable Competitive Advantage through Service Quality: an Analysis of Pakistanas Telecom Sector

Khalid Warraich; Imtiaz Warraich; Muhammad Asif

Achieving Sustainable Competitive Advantage Through Service Quality: An Analysis of Pakistan’s Telecom Sector

Khalid Mehmood Warraich * §

Contact

Imtiaz Ahmad Warraich §

Contact

Muhammad Asif §

Contact

§ Bahauddin Zakariya University, Multan-Pakistan

Achieving Sustainable Competitive Advantage Through Service Quality: An Analysis of Pakistan’s Telecom Sector

Article Fingerprint

ReserarchID

MBR0PE06

Achieving Sustainable Competitive Advantage Through Service Quality: An Analysis of Pakistan’s Telecom Sector Banner

Key Research Insights

Synthesized scholarly intelligence & interactive research assistant

This converted HTML version may contain rendering inconsistencies. Please refer to the PDF for the authoritative version, or click here to provide feedback.

Abstract

Purpose: The purpose of this study is to investigate whether service quality confers a competitive advantage for firm, customer behavioral intention for future, and can that competitive advantage be sustained over a period of time. Methodology: Cross-sectional study design was used as a methodology for the paper. A field survey was carried out with the help of questionnaire using SERVQUOL scale. 400 current users of cell phone were targeted for the purpose of data collection through convenient sampling. Findings: The study found that telecom industry received excellent rating on tangibility, particularly equipment and customer service staffs’ dress, and low ratings on empathy, particularly not knowing customers’ needs and not giving individual and personal attention to customers. Research Implications: SERVQUOL is a good starting point for assessing service quality. Service delivery system should produce moments of truth where different cues expressed by customers about quality must be assessed promptly. Originality: The study has a practical significance for policy makers of firms in telecommunication sector of Pakistan for understanding behavioral intentions of their customers and for effectively positioning their firm’s service quality. Limitation and Future Research: This study only assessed the functional dimension of the service quality to explain consumer behavior which might be misspecification of service quality and may have low predictive validity.

References

36 Cites in Article

Reference Format

1. Patrick Asubonteng,Karl McCleary,John Swan (1996). SERVQUAL revisited: a critical review of service quality. Journal of Services Marketing, 10(6), 62-81.
CrossRef DOI
2. E. Babakus,G. Boller (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24, 253-268.
3. Jay Barney (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120.
CrossRef DOI
4. L. Berry,A. Parasuraman,V. Zeithaml,D. Adsit (1994). Improving service quality in America: Lessons learned. The Academy of Management Executive, 8
5. T. Brown,G. Churchill,J. Peter (1993). Research note: improving the measurement of service quality. Journal of Retailing, 69(1), 129-139.
6. Francis Buttle (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing, 30(1), 8-32.
CrossRef DOI
7. A. Campbell,M. Goold (1995). Corporate strategy: the quest for parenting advantage. Harvard Business Review, 73(2), 120-133.
8. J. Carman (1990). Consumer perceptions of service qualit y: an assessment of the SERVQUAL dimensions. Journal of Retailing, 66, 33-55.
9. C. Christensen (2001). The past and future of competitive advantage’. MIT Sloan Management Review, 42(2), 105-109.
10. Mark Colgate (1998). Creating sustainable competitive advantage through marketing information system technology: a triangulation methodology within the banking industry. International Journal of Bank Marketing, 16(2), 80-89.
CrossRef DOI
11. J. Cronin,Steven Taylor (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
CrossRef DOI
12. C. Day (1994). Managerial Representations of Competitive Advantage. Journal of Marketing, 58(2), 31-45.
13. B. Edvadsson (1998). Service quality improvement. Managing Service Quality, 8(2), 142-149.
CrossRef DOI
14. P. Ghemawat (1986). Sustainable advantage. Harvard Business Review, 64(5), 53-59.
15. D. Greising (1994). Quality-How to make it pay. Business Week. August, 8, 54-59.
16. Christian Gronroos (1982). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44.
CrossRef DOI
17. H. Hsu-Hao Yang,K. Chen (2000). A performance index approach to managing service quality. Managing Service Quality, 10
18. Christopher Ittner,David Larcker (1998). Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction. Journal of Accounting Research, 36, 1.
CrossRef DOI
19. W. Johnson,A. Sirkit (2002). Service quality in the Thai telecommunication industry: a tool for achieving a sustainable competitive advantage. Management Decision, 40(7), 693-701.
CrossRef DOI
20. Barbara Lewis,Vincent Mitchell (1990). Defining and Measuring the Quality of Customer Service. Marketing Intelligence & Planning, 8(6), 11-17.
CrossRef DOI
21. G. Mangold,E. Babakus (1991). Service quality: the front-stage perspective vs. the backstage perspective. Journal of Services Marketing, 5(4), 59-70.
22. C. Markides (1997). Diversify, Diversify, Diversify. Harvard Business Review, 75(6), 93-100.
23. A. Mukherjee,P. Nath,M. Pal (2003). Resource, service quality and performance triad: a framework for measuring efficiency of banking services. Journal of the Operational Research Society, 54(7), 723-735.
CrossRef DOI
24. C. Paradise-Tornow (1991). Management effectiveness, service quality, asnd organizational performance in banks. Human Resource Planning, 14(2), 129-139.
25. A. Parasuraman,Valarie Zeithaml,Leonard Berry (1991). Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 67(4), 420-450.
26. A. Parasuraman,Valarie Zeithaml,Leonard Berry (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
CrossRef DOI
27. A. Parasuraman,V. Zeithaml,L. Berry (1988). SERVQUAL: a multiple item scale for measuring customer perceptions of service quality. Journal of Retailing, 64, 12-40.
28. M. Porter (1996). What is strategy?. Harvard Business Review, 74(6), 61-78.
29. R. Reed,R. DeFillipi (1990). Causal Ambiguity, Barriers to Imitation, and Sustainable Competitive Advantage. The Academy of Management Review, 15(1), 88.
CrossRef DOI
30. Michael Richard,Arthur Allaway (1993). Service quality attributes and choice behaviour. Journal of Services Marketing, 7(1), 59-68.
CrossRef DOI
31. Rasoava Rijamampianina,Russell Abratt,Yumiko February (2003). A framework for concentric diversification through sustainable competitive advantage. Management Decision, 41(4), 362-371.
CrossRef DOI
32. Linda Ueltschy,Robert Krampf (2001). Cultural Sensitivity to Satisfaction and Service Quality Measures. Journal of Marketing Theory and Practice, 9(3), 14-31.
CrossRef DOI
33. C. Young,L. Cunningham,M. Lee (1994). Assessing Service Quality as an Effective Management Tool: The Case of the Airline Industry. Journal of Marketing Theory and Practice, 2(2), 76-95.
34. Zahorik AJ,Rust RT (1992). “Modeling the impact of service quality on profitability: a review. In: Terry S (ed). Advances in Service Quality and Management, 1
35. Valarie Zeithaml (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
CrossRef DOI
36. V. Zeithmal,L. Berry,A. Parasuraman (1990). Delivering Service Quality.

Download References

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Khalid Mehmood Warraich, Imtiaz Ahmad Warraich, Muhammad Asif. 1970. "Achieving Sustainable Competitive Advantage Through Service Quality: An Analysis of Pakistan’s Telecom Sector". Global Journal of Management and Business Research GJMBR Volume 13 (GJMBR Volume 13 Issue 39).

More Citation Formats

Select Citation Style:

Download Citation

GJMBR Volume 13 Issue 39

Explore Journals Explore Volume Read This Issue

Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Not Found

Classification

GJMBR Classification JEL Code: 350207

350210

Submission ReceivedDecember 20, 2012
Peer Review Double Blind
Handling Editor
Accepted January 15, 2013
Published January 27, 2013

Version of record

v1.2

Issue date

November 13, 2013

Language

English

Order Article Reprint

Experience in AR

Explore published articles in an immersive Augmented Reality environment. Our platform converts research papers into interactive 3D books, allowing readers to view and interact with content using AR and VR compatible devices.

View in VR

Read in 3D

Your published article is automatically converted into a realistic 3D book. Flip through pages and read research papers in a more engaging and interactive format.

View in 3D

Article Matrices

Total Score: 155

Country: Pakistan

Subject: Global Journal of Management and Business Research

Authors: Dr. Khalid Mehmood Warraich, Imtiaz Ahmad Warraich, Muhammad Asif (PhD/Dr. count: 1)

View Count (all-time): 246

Total Views (Real + Logic): 7699

Total Downloads (simulated): 413

Publish Date: 2013 11, Fri

Monthly Totals (Real + Logic):

Month 1: 46 views
Month 2: 54 views
Month 3: 40 views
Month 4: 54 views
Month 5: 57 views
Month 6: 46 views
Month 7: 32 views
Month 8: 32 views
Month 9: 39 views
Month 10: 48 views
Month 11: 32 views
Month 12: 46 views
Month 13: 36 views
Month 14: 21 views
Month 15: 32 views
Month 16: 18 views
Month 17: 36 views
Month 18: 28 views
Month 19: 29 views
Month 20: 25 views
Month 21: 25 views
Month 22: 24 views
Month 23: 30 views
Month 24: 35 views
Month 25: 38 views
Month 26: 29 views
Month 27: 17 views
Month 28: 38 views
Month 29: 35 views
Month 30: 12 views
Month 31: 23 views
Month 32: 37 views
Month 33: 35 views
Month 34: 40 views
Month 35: 38 views
Month 36: 34 views
Month 37: 27 views
Month 38: 45 views
Month 39: 20 views
Month 40: 34 views
Month 41: 34 views
Month 42: 13 views
Month 43: 27 views
Month 44: 42 views
Month 45: 20 views
Month 46: 31 views
Month 47: 31 views
Month 48: 31 views
Month 49: 34 views
Month 50: 16 views
Month 51: 18 views
Month 52: 22 views
Month 53: 42 views
Month 54: 46 views
Month 55: 17 views
Month 56: 33 views
Month 57: 45 views
Month 58: 37 views
Month 59: 25 views
Month 60: 27 views
Month 61: 41 views
Month 62: 39 views
Month 63: 22 views
Month 64: 26 views
Month 65: 27 views
Month 66: 27 views
Month 67: 35 views
Month 68: 35 views
Month 69: 34 views
Month 70: 19 views
Month 71: 23 views
Month 72: 23 views
Month 73: 24 views
Month 74: 32 views
Month 75: 20 views
Month 76: 35 views
Month 77: 18 views
Month 78: 21 views
Month 79: 21 views
Month 80: 28 views
Month 81: 23 views
Month 82: 33 views
Month 83: 28 views
Month 84: 16 views
Month 85: 24 views
Month 86: 25 views
Month 87: 23 views
Month 88: 31 views
Month 89: 33 views
Month 90: 12 views
Month 91: 45 views
Month 92: 22 views
Month 93: 22 views
Month 94: 23 views
Month 95: 37 views
Month 96: 30 views
Month 97: 44 views
Month 98: 40 views
Month 99: 25 views
Month 100: 31 views
Month 101: 36 views
Month 102: 44 views
Month 103: 26 views
Month 104: 42 views
Month 105: 26 views
Month 106: 22 views
Month 107: 41 views
Month 108: 42 views
Month 109: 36 views
Month 110: 34 views
Month 111: 37 views
Month 112: 48 views
Month 113: 36 views
Month 114: 46 views
Month 115: 17 views
Month 116: 19 views
Month 117: 36 views
Month 118: 32 views
Month 119: 44 views
Month 120: 38 views
Month 121: 22 views
Month 122: 27 views
Month 123: 40 views
Month 124: 21 views
Month 125: 27 views
Month 126: 31 views
Month 127: 40 views
Month 128: 23 views
Month 129: 16 views
Month 130: 20 views
Month 131: 28 views
Month 132: 27 views
Month 133: 34 views
Month 134: 13 views
Month 135: 43 views
Month 136: 26 views
Month 137: 28 views
Month 138: 35 views
Month 139: 30 views
Month 140: 37 views
Month 141: 29 views
Month 142: 42 views
Month 143: 34 views
Month 144: 38 views
Month 145: 43 views
Month 146: 37 views
Month 147: 40 views
Month 148: 40 views
Month 149: 18 views
Month 150: 40 views
Month 151: 30 views
Month 152: 51 views
Month 153: 21 views
Month 154: 23 views
Month 155: 32 views
Month 156: 28 views

Total Views: 7.7K

Total Downloads: 413

All Trends