Title:
HOW NON-TECHNICAL DIMENSIONS OF SERVICE QUALITY EFFECTS SATISFACTION AND LOYALTY OF COSTOMERS AT GSM SERVICE SECTOR IN GEORGIA ?

Authors:
Ahmet Demir, Okan Eray, M. Murat Erguvan

Abstract:
In this research, authors hypothesized the effects of five dimensions of service quality on customer satisfaction and loyalty. Data was collected via a survey questionnaire. The survey questionnaire was adapted from the research of Parasuraman etal's SERVQUAL. After validity and reliability analysis, hypothesis was proven by Regression Analysis and Analysis of Variance. It was observed that Assurance, Empathy, and Responsiveness have significant impact on satisfaction. However, loyalty depends on satisfaction significantly.