Uloga imidža u percipiranju kvaliteta mobilnih usluga
The role of image in the process of service quality perception

Summary/Abstract: The quality of service is an essential requirement for market survival in modern business conditions. Thus, improvement of quality of services often needs to be one of the primary business strategies. The purpose of this article is to present results of research of measuring quality of mobile services. This research had these main goals: (1) to analyze specifics of telecom service sector and identify dimensions which determine a user's perception of mobile service quality; (2) to determine their impact on the overall service quality of telecom operator, and role of image regarding service quality. In order to achieve the main goal of this research, i.e. the measurement of mobile service quality using the extended Grönroos's model, three main dimensions were considered: process quality, technical quality and image. Statistical analysis of research measurement data proved that process and technical dimension of service quality have direct impact on image, and also that all three dimensions have direct impact on total perception of service quality. The effect of process quality on total service quality is greater than the effect of technical quality on total service quality. Image has the greatest effect on total service quality, so the role of image as a filter in total service quality perception is proved in this research. Based on the results of the research, telecom operator management were recommended to take special care of continuous improvement of service quality and especially long-term building of positive image of the company. The main instrument for superior service quality is the implementation of complete control system for service quality. In that way they will standardize core services as much as possible. But it is also very important to implement the concept of relationship marketing, which insists on building long-term relationships with their customers, which is a way for increasing value for all participants in the process of providing and using services.

• Details
• Contents