The Evaluation of Service Quality of the Internet Service Providers and its Effect on Customer Retention: Inputs to Enhanced Service Provisions

Abstract

The COVID-19 pandemic accelerated education's digitalization in the Philippines for faculty members who had the task of sustaining teaching, research, and administrative functions in remote settings, and found internet access indispensable. Many internet subscribers still experience unstable connections with inconsistent customer support. Service costs are also rising, even with this heightened reliance. In this kind of context, the study assessed the Internet Service Providers' (ISPs) service quality and investigated the effects upon customer retention, and notably, the teaching personnel of a State University. The research utilized a quantitative, descriptive-correlational design. The researcher employed a convenience sampling technique to recruit participants who were readily accessible and willing to take part in the study during the data collection period. Instruments were adapted from validated studies, and data were collected using structured questionnaires. Findings revealed that respondents perceived service quality to vary greatly depending on the ISP used, in addition to how many years they had subscribed. More importantly, a strong positive relationship existed between service quality and customer retention, which confirms that faculty perceive higher reliability, responsiveness, and fairness in service, so they likely remain loyal to providers. The respondents generally agreed that their providers delivered an acceptable quality level, but also that concerns emerged about consistent service during peak hours, along with waiting times and personalized engagement. ISPs may prioritize responsiveness, empathy, and reliability to sustain competitiveness and improve customer loyalty. The implication of the study indicates that superior service quality serves as a key competitive advantage, driving customer retention and loyalty in the marketplace. By prioritizing service quality, Internet Service Providers (ISPs) can boost customer satisfaction, resulting in improved retention rates and reduced customer turnover.