DETERMINING CUSTOMER SATISFACTION IN THE CONTEXT OF INTERNET SERVICE USING THE SERVQUAL MODEL APPLICATION

Abstract

The goal of this study was to ascertain, using SERVQUAL model in the context of internet speed. The customer's service will be in jeopardy if the internet is too slow. These problems with internet speed are being faced by Internet Service Providers (ISP) in Malaysia. Customers have traditionally evaluated and discussed critically with ISPs the service quality. However, customers continue to express dissatisfaction with the internet speed. A "king" synonym of customer satisfaction is the word "customer." Service excellence is shown in customer satisfaction. Customer satisfaction is significantly impacted by service quality. Therefore, this study examines the variables that affect customers' satisfaction with internet service providers in Northern Region of Malaysia. A quantitative method was conducted with 380 internet customers in Malaysia. The SERVQUAL model was used to determine the variables affecting customer satisfaction with the caliber of internet services. The association between customer satisfaction and SERVQUAL attributes like tangibility, reliability, responsiveness, assurance, and empathy was examined using regression analysis and correlation. Questionnaires were utilized as a means of data gathering. According to research findings, tangibles have been linked to higher customer satisfaction. However, this study indicated that responsiveness, reliability, assurance and empathy were not significant. These results support the expectation that internet service providers will be concerned with enhancing responsiveness, reliability, assurance and empathy to please the customers and enable them to enhance their offerings.