مرکز منطقه ای اطلاع رساني علوم و فناوري - THE COMPARISON OF THE SERVICE QUALITY OF THE EXISTING GSM OPERATORS IN TURKEY AND COMPETITION STRATEGIES

Abstract :

Although the GSM services do not have a long history in Turkey, they have found a rapidly increasing demand environment and have become a substantial market very soon.In Turkey, there are currently three GSM operators that show activity in the communication sector; Avea, Turkcell and Vodafone.The main purposes of this study are the comparison of the service qualities of these operators and the examination of their competition strategy applications.In accordance with these purposes, the Servqual Model was adapted for this sector to measure the service qualities of the existing GSM operators, to determine the differences between the expected and the perceived service qualities by the customers from the companies, to identify the level of significance of the dimensions of the service quality and to analyse the service quality of each dimension comparatively.In this analysis, the results of a selfcompletion questionnaire which was distributed to the randomly selected 427 people who live in Yenimahalle and Çankaya districts in Ankara, were evaluated.The statistical datas of the examination were analysed with a 95% level of significance.The reliability analysis of the questionnaire was executed and then the datas were put upon a frequency distribution, a hypothesis test and an anova analysis. Besides, in the study, the competition strategies of the GSM operators in Turkey were considered and the reflection of these strategies on the custo- mers was discussed.