Advanced International Journal for Research

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Validation of a Compact SERVQUAL Composite for Telecom Service Quality Dashboards

Author(s) Dr. Roland Yaw Kudozia, Ms Elizabeth Carolyn Kudozia, Mr. Ayitey Kommey
Country Ghana
Abstract Purpose
This study validates a compact, performance-only SERVQUAL (service quality) configuration as a governance-grade Key Performance Indicator (KPI) for mobile telecommunications. We assess whether a short, reflective composite of Perceived Service Quality (PSQ) preserves psychometric defensibility while retaining facet-level diagnostic value for managerial and regulatory use.
Design/methodology/approach
Using a cross-sectional customer survey (N = 537), we harmonize Likert responses to a 1–5 metric and apply transparent scoring: unit-weighted facets (Reliability, Assurance, Empathy, Tangibles; Responsiveness not retained in this wave) and a composite computed when ≥4/5 facets are present (here, all four observed facets). Measurement checks include internal consistency (Cronbach’s alpha, McDonald’s omega), essential unidimensionality (eigenstructure/scree), convergence (standardized one-factor loadings, Average Variance Extracted—AVE), and a compact residual index (Standardized Root Mean Square Residual—SRMR). Cross-segment comparability is evaluated via reliability equivalence, with a staged roadmap to Multi-Group Confirmatory Factor Analysis (MG-CFA) as the instrument expands.
Findings
The composite exhibits governance-grade reliability (alpha = 0.882; omega = 0.919). Eigenstructure shows a dominant first component (λ₁ = 2.957; ≈74% variance), and convergence is strong (loadings = 0.757–0.898; AVE = 0.739). The SRMR-style residual index (≈0.095) indicates acceptable parsimony for a short KPI. Facet means suggest a binding constraint in Assurance (competence/trust), with Tangibles as a relative strength and Reliability/Empathy mid-range. Segmentwise reliability is operationally comparable (Δω = 0.061) but borderline on alpha (Δα = 0.111) due to small N in the minor segment.
Research limitations/implications
This wave retains one indicator per facet (Responsiveness absent), precluding identified CFA and formal invariance tests; results rely on a one-factor surrogate and reliability-equivalence checks. Future waves should field ≥2 items per facet and adopt CFA/MG-CFA (and alignment) with polychoric estimation to strengthen validity and comparability.
Practical implications
The validated, transparent scoring spec (1–5; ≥4/5 rule) supports immediate deployment of PSQ as a board-level KPI, with facet “dials” for operational ownership (Assurance, Reliability, Empathy, Tangibles). Measurement guardrails (alpha/omega ≥ .80; AVE > .50; SRMR ≤ .10) enable auditability across waves and freeze the instrument for dashboard use.
Social/policy implications
Publishing the composite with facet profiles and scoring specifications enables interpretable operator scorecards and parity monitoring. Regulators can adopt reliability-equivalence as an interim safeguard while operators build toward MG-CFA-based invariance.
Originality/value
The paper offers a replicable “validity bundle” for short, performance-only SERVQUAL in telecom—coupling reliability, essential unidimensionality, convergence, and residual parsimony—bridging psychometric rigor and governance needs while providing a staged path to full invariance testing.
Keywords Service quality; SERVQUAL; SERVPERF; Perceived Service Quality (PSQ); telecommunications; dashboards; reliability; Average Variance Extracted (AVE); Standardized Root Mean Square Residual (SRMR); Multi-Group Confirmatory Factor Analysis (MG-CFA)
Published In Volume 6, Issue 6, November-December 2025
Published On 2025-11-26
DOI https://doi.org/10.63363/aijfr.2025.v06i06.2178
Short DOI https://doi.org/hbdsvj
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