Assessing the Service Quality and Customer Satisfaction Towards Internet Provider Using the SERVQUAL Model

Abstract

Internet connectivity in Malaysia has increased significantly over the past decade, especially since the covid-19 epidemic struck, creating growth in the use of the internet as an essential communication tool. As a result, there is competition between Internet service providers (ISPs) to provide attractive internet packages. However, is the quality of the internet in line with the package offered. Therefore, it is crucial to understand customer satisfaction with the services provided and why customers remain loyal to a particular internet service provider. This study looks at the elements that determine customer satisfaction with Malaysia internet service providers. A quantitative method was conducted with 300 internet customers in Malaysia. The SERVQUAL model was employed to identify the factors influencing customer satisfaction towards internet services quality. Multiple linear regressions and correlation were used to determine the relationship between customer satisfaction and SERVQUAL dimensions. The results show that Network quality, Reliability, Tangible, and Empathy strongly affect customer satisfaction as the most important determinant of perceived service value, increasing customer satisfaction. These findings help internet service providers better understand the factors that affect customer satisfaction, enable them to improve their services and keep customers loyal to their providers.