• Provide the citation and attach a pdf of the article 

1. 1. • Quach, Thu Nguyen, Charles Jebarajakirthy, and Park Thaichon. “The Effects of Service Quality on Internet Service Provider Customers’ Behaviour.” Asia Pacific Journal of Marketing and Logistics 28.3 (2016): 435-63. Web.
      • Article

• What is the abstract of the article?

Abstract 

Purpose – The purpose of this paper is threefold: first, to identify the dimensions for evaluating the service quality of internet service providers (ISPs); second, to investigate the relationship between service quality and customers’ behavioural intentions; and third, to investigate the influence of ISP customers’ usage patterns on their perceptions of ISP’s service quality dimensions. 

Design/methodology/approach – The study employs a sequential exploratory mixed method design incorporating quantitative and qualitative elements. Data in Study 1 was obtained from 2,059 internet users using an online survey. The relationships between the constructs of the proposed conceptual model were tested using structural equation modelling and the bias corrected bootstrapping technique. Also, the moderating effect of internet usage was examined. Study 2 featured 30 in-depth interviews with internet users. 

Findings – The findings reveal that dominant service quality dimensions for ISPs were network quality, customer service, information quality and privacy. The contribution of these factors to overall service quality was moderated by the internet usage. Results of Study 2 indicate that most respondents with heavy usage found network quality indifferent among ISPs and demonstrated hesitation in direct contact with customer service, making information support the most significant dimension. Additionally, service quality directly influenced customers’ complaining and switching intention. It was clarified in Study 2 that intention to continue the contract also depended on factors such as switching barriers, value and promotional offers.

 Originality/value – This study is original in that it is among the first studies to attempt to investigate the dimensions of an ISP’s service quality, and its influence on ISP customers’ behaviours. An additional contribution of the study stems from the incorporation of a sequential explanatory mixed methods approach. 

Keywords Relationship marketing, Service quality, Consumer behaviour, Customer retention 

Paper type Research paper

• Was the study experimental or non-experimental? Explain, tell us what made that clear. 

1. 1. • It is a non-experimental study as there is no variable that can be manipulated by the researcher. They are just studying data and collecting the data from surveys. If they were instead to give 2000 random individuals internet for a month for free and gave helf of them really good and amazing service and gave the other half service very poor. You then would be able to test how much quality of service matters in things like customer retention and what not. 

• Was the research qualitative or quantitative? Again, explain. 

1. 1. • Qualitative, they are gathering in depth data, such as what someone looks for most in an ISP, or how important is security on the internet to you? etc.

• What was the population studied? Why do you say that?

1. 1. • Internet service provider customers, because the study was about the effects of service quality on internet service provider customers’.
      • What sample was used for this study? Explain. 
        • The sample used was 2,059 internet users surveys and 30 in-depth internet users interviews.

• What was the method of measurement?
  • If the research was qualitative, what data was collected?
    • The data collected referred to the overall satisfaction with a users internet service provider, some of the main topics of satisfaction would be; network quality, customer service, information quality, security and privacy, complaint intention, and switching intention. 

• What was the method of analysis? 
  • Surveys and interviews were conducted.

• If the research was qualitative, in what manner was the data analyzed?
  • Comparing and contrasting the different interviews and survey answers

• What was the conclusion of the study? 
  • Service quality is one of the key factors that consumers care strongly about and it can certainly play a role in customer retention and customers having switching intentions.

• Why is this study useful to you? Explain in detail. 
  • Being that I currently work in the ISP field and have for going on 5 years now I think that it is useful to know some of the most important things customers are looking for. I personally think that the company I am currently working with has the best customer service of all NWKS ISPs. I am not saying that out of bias either, typically if you call a customer service representative for your internet service provider it will be very difficult to get to one of them, i.e lots of automated call prompts to get you where you need to go, long wait times, scripted troubleshooting, etc. With us it is much more simple you will hear only one automated response asking if you need assistance with anything relating to billing, if not it will send the customer straight to the technical support team that barring any widescale outage usually does not even have a wait time. We also have the freedom and flexibility to not be stuck to a script we are able to work with the customer in the easiest way possible for them and really determine the best course of action in getting the issues resolved for each customer that way it is more individualized and feels much more personable. 

• What would be the next logical step in extending this study? 
  • The next step would be to conduct this same study in a different service area and see how the responses differ. The study should also next time include the option for participants to include answers that are not given or have an “Other” selection to get even more accurate results.