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Abstract
Service Quality is believed to have significant effect on the performance of any business enterprise. This research critically examined the GSM industry in Benin City owing to complains of dissatisfaction being made by GSM users as well as based on findings from some studies. The SERVQUAL model was adopted with the intention of establishing the extent of service quality and its corresponding effect on the performance of selected GSM Service Providers. Convenience and Network Quality were two additional dimensions that were added to the SERVQUAL model. The research covered the period from January to April 2014, and it examined the four local governments in Benin City that is, Egor, Ikpoba Okha, Oredo and Ovia North East. A total of 520 copies of questionnaire were given to respondents, 470 of these were returned out of which 429 were properly filled. The filled copies of the questionnaire were subjected to analysis with a view to determine the role service quality plays in enhancing the performance of GSM service providers. The results of the Reliability test validated the adapted SERVQUAL instrument as an appropriate tool for evaluating service quality. The reliability of 9.30 was obtained for the adapted SERVQUAL dimensions. The overall mean gap between expectation and perception of service quality in Benin City was found to be -1.990 and -1.170 using the paired sample t-test. The results revealed that Network Quality and Reliability dimensions of service quality had the widest gaps, -1.501and -1.386 respectively. 52.9% of the respondents viewed Network quality as the most important, while Empathy having 31% was viewed as the least important service quality dimension. It is therefore suggested that Management should seek ways of improving their Network Quality and Reliability in other to reduce the overall gap in service quality.
