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A study of service quality in rural ICT renters of Iran by SERVQUAL

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  • Saraei, Soudabe
  • Amini, Amir M.

Abstract

The development of rural telecommunication services in Iran has been a major and national concern during the past few years. Towards the national planning and in a giant movement, 10 000 centers have been established in rural areas. Because of the novelty of such centers, the authors try to measure the service quality of the rural ICT centers using the SERVQUAL model. The results can be used towards the betterment of the services. Five hypotheses including tangibility, accountability, guarantee, empathy and reliability of service were examined. Twenty four ICT centers were selected in Rasht city as sample. Considering common sense or perception, 63% of the subjects evaluated the quality of services as average. In terms of quality, empathy was ranked as the ideal dimension followed by tangibility, certainties, trust, and guarantee, respectively. However, the least appropriate dimension of quality was given to accountability. In terms of expectation, the highest percentage of individuals, that is, 92% believed that quality of services was important, and believed that among the components of quality indices from the most to the least important items were: reliability, tangibility, accountability, guarantee, and empathy consecutively. This research showed that the SERVQUAL model can be used for determine the quality of services offered by Tele-centers in rural areas.

Suggested Citation

  • Saraei, Soudabe & Amini, Amir M., 2012. "A study of service quality in rural ICT renters of Iran by SERVQUAL," Telecommunications Policy, Elsevier, vol. 36(7), pages 571-578.
    • Handle: RePEc:eee:telpol:v:36:y:2012:i:7:p:571-578
    DOI: 10.1016/j.telpol.2012.03.002
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    References listed on IDEAS

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    1. Caruana, Albert & Ewing, Michael T. & Ramaseshan, B., 2000. "Assessment of the Three-Column Format SERVQUAL: An Experimental Approach," Journal of Business Research, Elsevier, vol. 49(1), pages 57-65, July.
    2. Brady, Michael K. & Cronin, J. Jr. & Brand, Richard R., 2002. "Performance-only measurement of service quality: a replication and extension," Journal of Business Research, Elsevier, vol. 55(1), pages 17-31, January.
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    Cited by:

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    6. Mohammad Rashid & Debapratim Pandit, 2017. "Determination of appropriate service quality attributes for household toilets in rural settlements of India based on user perception," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 19(4), pages 1381-1406, August.
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