Abstract:
Customer Satisfaction is a fundamental marketing construct in the last
three decades. In the past, it was unpopular concept of Organizations that were
operating in the war-tone area. The companies thought it was more important to gain
new customers than retain the existing ones. However, in this present situation,
companies have gained better understanding of the importance of customer satisfaction
(especially service producing companies) and few companies have adopted it as a high
priority operational goal. Service quality has been viewed as a dominant force of
Customer Satisfaction and Customer Satisfaction leads to Customer loyalty.
Hence, the purpose of the research is to identify the factors of Service Quality
of CDMA mobile phone services that generate Satisfaction in Trincomalee, Divisional
Secretariat Division, Sri Lanka. The constructs and dimensions of this model were
developed from the literature review, and pre developed and tested scale was used to
measure the dimensions. This mode) is an attempt to investigate and accesses six
different construct which suppose to create customer satisfaction. Six hypotheses were
developed and tested based on data collected using structured questionnaire from 341
randomly selected end user customers of CDMA mobile phone services in Trincomalee,
DS Division. The data analysed using statistical analysis with SPSS 13.0 version, and
regression and correlation analysis were done. The result revealed that price was the
most influencing factor to Customer Satisfaction among other factors such as tangible,
reliability, assurance, responsiveness and Empathy. However responsiveness and
assurance too substantially contributed to customer satisfaction towards CDMA
services. The research was significant (R2 is 0.826). The results of the hypothesis test,
all the hypothesis were supported and substantiated to this study.
