Resumo

MURSALEEN, Muhammad; IJAZ, Mubashir  e  KASHIF, Muhammad. Service Quality of News Channels: A Modified SERVQUAL Analysis. OBS* [online]. 2014, vol.8, n.1, pp.171-188. ISSN 1646-5954.

Current study investigates the service quality offered by Pakistani news channels through employing a modified SERVQUAL scale. Further to this, the SERVQUAL and its applicability to measure the service quality of news channels has been presented. A 29-item SERVQUAL based instrument was administered to a sample of 318 randomly selected respondents. The descriptive analysis revealed a ‘gap analysis’ model to infer meaningful results. The results reveal several gaps between expected and perceived service quality. In particular, ‘Responsiveness and Assurance’ dimensions had the highest gaps. However, the SERVQUAL scale has been a good fit while measuring the service quality of news channels in a developing country context. This research originally contributes to the existing service quality literature as the SERVQUAL scale has never been used to measure service quality of TV channels. The recommendations will be helpful in minimizing the service quality gaps and also can trigger channel loyalty by offering services in accordance with the viewer expectations.

Palavras-chave : Marketing; Service Quality; Media; News channels; Public; expectations; Perceptions; Pakistan.

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