A Modified SERVQUAL Model for Telecom Service Quality in Pakistan

Abstract

Pakistan's telecom sector plays a vital role in the national digital economy, yet faces a significant gap between service quality and user expectations. The market is characterized by distinct local features such as a high proportion of prepaid users, unstable infrastructure, a notable urban-rural divide, and strong consumer price sensitivity. These factors limit the applicability of the conventional SERVQUAL model, which fails to capture critical local determinants of satisfaction including network signal quality, pricing fairness, and complaint handling efficiency.

To address this gap, this study proposes a modified SERVQUAL model incorporating three new dimensions alongside the original five. Using a mixed-methods approach, data were collected via structured questionnaires and analyzed through factor analysis and structural equation modeling. The results confirm the validity of the extended model and reveal varying degrees of influence across dimensions. Among the traditional factors, Assurance and Responsiveness showed the strongest impact, while the new dimensions—Signal Quality and Complaint Handling—were identified as key weaknesses requiring urgent improvement. The study provides a tailored framework for evaluating service quality in Pakistan’s telecom sector and offers practical insights for operators and policymakers aiming to enhance customer satisfaction and service delivery.