SERVQUAL Model was developed and implemented by the American marketing

gurus Valarie Zeithaml, A. Parasuraman and Leonard Berry in 1988. To examine the service
quality and views of customers the importance is given to the development of quality systems
in the arena of product worth. Over time, it became more and more important to improve the
quality of related services as improved service quality could give an organization competitive
edge. In addition, service in general became more important, and as a result, the SERVQUAL
Model had a serious impact in the eighties. Back then, measuring service was abstract and not
easily quantifiable. The SERVQUAL Model is primarily a qualitative analysis. If a
satisfaction survey mainly depends on the transactions between supplier and buyer, the
observed quality is measured through generic, environmental factors.

Exploratory Factor Analysis was performed to identify the underling dimensions as shown
in (Table 2). Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) value is .843,
which indicates the presence of sufficient inter- correlations in the data set and
appropriateness of factor analysis. Bartlett’s test of Sphericity is significant at p=.000 and it is
indicates that correlation matrix is not an identity matrix. The satisfaction constituted to four
factors accounted for a total of 70.099 per cent of the variance. The first construct
Compassionate includes four items defined in terms of Individualised Attention, Visual
Appealing, Willing to help customers and Adequate Support explains 24.538 percent of
variance. Second factor Affirmation defined in terms of trust, presence of physical facilities,
Timely Fulfilment & Consistency explains 19.39 percent of variance. Third factor Amenable
was defined in terms of Feel Safe, Timely performance & Prompt Service explains about
16.803 percent of variance. Satisfaction was defined in terms of Dependable, Quality &
Customer best Interest at Heart explains about 9.368 percent of variance.

In a customer behaviour perspective, customer satisfaction is frequently observed as a

function of transaction-specific satisfaction and multiple transaction-specific’s satisfaction
(Fornell, 1992). The decisions by customers on service quality product quality and price
(Parasuraman and Berry, 1991; Zeithaml et.al., 1996) are made by keeping this perspective in
mind. The internal opinion is the result from customer’s own experience he derived from the
service, which is an output of customers’ comparison between expected performance and
actual performance (Rosen and Suprenant 1998)
of study explains the more pragmatic approach about collecting information & identifying the
underlying constructs about customer satisfaction. Primary data was collected through a
structured questionnaire distributed among mobile service users in order to identify the
significant constructs. In this research probability sampling procedure has been used.