Abstract

HENAO COLORADO, Laura Cristina. Service quality and perceived value as users’ satisfaction antecedents of Colombia’s telecommunications enterprises. Contad. Adm [online]. 2020, vol.65, n.3, 00010.  Epub Sep 13, 2021. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2020.2318.

Despite the different criticisms received by the Zeithaml, Parasuraman and Berry model, the SERVQUAL is valid and has shown that the service quality is a satisfaction’s customer precedent. To the Colombia’s telecommunications sector, where are few companies with a high imitation offers, to understand if their customers are satisfied, their service perceptions and the value their clients perceive, has become competitive factors. The present study proposes a model that explains how expectations (EXP), service quality (QS), and perceived value (VP) affect the satisfaction (SAT) construct of Colombia’s fixed telecommunications companies. Empirical data was obtained from 324 users in the country’s main cities by virtual questionnaire. The 5 suggested hypotheses were tested using structural equation models by PLS-SEM. The findings show the relevance of SERVQUAL to explain the service quality construct and its relationship with the satisfaction. Given the limited research on these constructs in this sector, this research is a contribution to the literature.

Keywords : SERVQUAL; Satisfaction; Perceived value; Marketing; Telecommunications; M00; M30; M31.

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