A survey of customer perception of telephone provider's value propositions in Nairobi
Abstract
The study was carried with the aim of establishing how the users of fixed
line and mobile telephone service perceive value and whether it compares to
what the provider proposes.
In order to achieve the objectives a questionnaire with both structured and
semi-structured questions was administered to the respondents with the aid
of research assistant. A sample of ninety (90) respondents was selected from
the three service providers i.e Safaricom, Kencell and Telkom (K). The
marketing and Sales Manager from each of the service provider was also
interviewed to establish the proposed value of the respective firms. The data
was collected from the respondents at the service provider's customer
service outlets in the city center. The data collected was analyzed using
mean scores, frequencies, and presented in tables. A five point likert scale
was useful in identifying and measuring the extent of perceived value by the
respondents. Correlation analysis was done so as to relate the extent of value
perception on the use of telephone services to the respondent's
demographics such as gender, age and education level.
From the fmdings of the study the following conclusions were made:
• Users of telephone services in Kenya with different demographic
variables perceive value differently.
• It was also established that perception of value varies from one
service provider to another.
• There was no significant difference between perception of value and
customer expectations of the fixed line service provider.
• There was a significant difference between customer expectations of
mobile services and the perceived value.
Citation
MBAPublisher
University of Nairobi School of Business, University of Nairobi
Description
Master of Business Administration