SERVICE QUALITY IMPACTS ON CUSTOMER BRAND EQUITY IN TELECOMMUNICATION INDUSTRY

Abstract

Consumers are the hearts of any business. Telecommunication being a service oriented industry always puts priority to find ways of making customers comfortable and fulfilled. Sensing this importance, this study was carried to determine what service quality makes customers attitude towards brand equity of the Telecommunication Industry. The aim of this paper is to analyse the relationship between of service quality and customer brand equity in telecommunication network sector. The samples size for this study was 517. These sample respondents are selected by systematic random sampling technique. Descriptive statistics, ANOVA, multiple regression and correlation statistical tools were used to analysis of variance between determinants, the statistically significant differences and
relationship between variables. It is observed that Tangibility and Assurance highly influence the brand equity among other brand equity variables