A mediation of customer satisfaction relationship between service quality and repurchase intentions for the telecom sector in Pakistan: A case study of university students

Abstract

Organizations always look forward to long lasting success. For long lasting benefits and greater returns,
organizations continuously try to satisfy their customers in order to retain them and get their future
repurchase intentions. Future repurchase intentions of customers are outcomes of various organizational
efforts. As such, one of the most important determinants of customer repurchase intentions discussed by
researchers is offering, competitively, the best service quality to customers. All organizations offer the best
possible service to their customers in order to retain them and create positive repurchase intentions in the
future. This study aims to study the impact of service quality on customer repurchase intentions. Satisfaction
is a variable which is an outcome of better service quality, and in return, it gives customers the zeal to stay
with the service provider and creates greater repurchase intentions for the customers. So, satisfaction is
considered as a mediating variable in the study. The study is conducted in the telecom sector (only cellular
companies) of Pakistan. Service quality is measured using Parasuraman et al. (1988) SERVQUAL model
containing 5 dimensions of service quality (tangibles, responsiveness, empathy, assurance and reliability).
Nonetheless, the relationship of service quality with customer repurchase intentions is also studied. The data
were collected from 331 young mobile users, and as such, correlation and regression analysis were used to
analyze the data. However, results and discussion are presented.