Conceptual Framework 2

Conceptual Framework

The conceptual framework presented in the diagram below identifies the independent variable in this study which is the service quality being provided by Globe to its customers and the dependent variable which is the level of customer satisfaction of current Globe customers/ subscribers. Since the aim of this study is to assess the level of customer satisfaction of current Globe users/ subscribers in line with the quality of service provided to them, the service quality of Globe will be evaluated using the SERVPERF model, a tool that is used to identify or detect possible deficiencies and areas for improvement in the quality of service provided by a company (Fragozo & Espinoza, 2015). According to Akdere et al. (2018), the SERVPERF model lays down specific measurements for service quality which are focused on the organizational performance perceived by the customers (Ali, et al., 2017).

Figure 1.0 Conceptual Framework

The SERVPERF model also comprises of five different service dimensions which include: reliability, responsiveness, assurance, empathy, and tangibles. As defined by Rasyida, et al. (2016), tangibles pertain to the physically perceptible aspects of service (e.g., parking facilities, washroom cleanliness, employees’ appearance, etc.). Reliability refers to a company’s ability to provide accurate and reliable service in an immediate manner and responsiveness is an organization’s willingness in responding to the needs and wishes of the customers. Assurance comprises of the skills, knowledge, trustworthiness, and courtesy demonstrated by a company’s employees, including the guarantee that the customers they serve are free from any form of doubt, risk or danger. And lastly, empathy pertains to the personal attention, good communication, ease of relationships as well as a genuine understanding of the customers’ needs (Rasyida, et al., 2016). The SERVPERF model is the main theory or resource of concept wherein the conceptual framework in this study was anchored from.



Akdere, M., Top, M., & Tekingündüz, S. (2018). Examining patient perceptions of service quality in Turkish hospitals: The SERVPERF model. Total Quality Management & Business Excellence, 1-12.

Ali, A. (2017). Service quality and customers’ satisfaction level in telecommunication sector: A comparative study of Kingdom of Saudi Arabia & India. International Journal of Applied Business and Economic Research, 15(25), 521-522

Fragozo, J., & Espinoza, I. (2015). Assessment of banking service quality perception using the SERVPERF model. Contaduría y Administración, 62, 1294-1316.

Rasyida, D., Ulkhaq, M., Setiowati, P., & Setyorini, N. (2016). Assessing service quality: A combination of SERVPERF and importance-performance analysis. MATEC Web of Conferences (pp. 1-5). Semarang, Indonesia: ICIEA.


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