Development and Validation a comprehensive instrument to measure customer perceived service quality of mobile data services

Following the rapid growth of mobile data services in China, the competition between mobile data service providers becomes more intensively. To gain advantage in the fierce competition, it’s very critical to service providers managing their service quality effectively, thus a comprehensive measurement instrument of service quality is needed. However, there are few studies dedicated to mobile data services in this area. Our study proposes a conceptualization framework derived from Technical Acceptance Model. Based on the framework, we develop and validate an instrument to measure perceived service quality of mobile data services in rigorous process. Finally we have gotten a service quality instrument with six-dimensions: content quality, usability, reliability and speed, interaction, entertainment/ enjoyment, security/privacy. This scale provides a useful instrument for researchers who wish to measure the service quality of mobile data services and for marketing managers who want to improve their service performance.