DOI:

Abstract

This research modifies the Servqual measuring tool developed by Parasuraman, Berry and Zeithaml (1988, 1991) to measure the ADSL service quality. The research uses the SEM with samples of the size n = 495 users who use the ADSL service supplied by three major suppliers in HCMC in order to test relations between quality, price, and perceptions and loyalty of ADSL users. Results show that the scale used for measuring ADSL service comprises six items: transmission line, tangible facilities, assurance, reliability, empathy and responsiveness with 22 observed variables. Customers who feel content with the price appreciate the service quality while the service quality affects positively the customer loyalty. Results of the research may help ADSL suppliers grasp components of their service quality, and relations between quality, loyalty and price, thereby working out suitable strategies to enhance the customer loyalty.

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