Customer perceptions and expectation of quality service in the mobile communication Industry in Kenya: a case of Safaricom customers
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Date
2009-11Author
Omido, Kalenya M
Type
ThesisLanguage
enMetadata
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The purpose of the study was to determine customer perceptions and expectation of quality
service in the mobile industry in Kenya. The study adopted the SERVQUAL model of
service quality measurement. This process describes the components of this model and sites
examples in the real world situation. The study looks at the service, quality and perception
in-depth and identifies various definitions' of the same. Further the literature review also puts
forward the various developments of the service quality model and looks at the advantages
and disadvantages of other service quality models. The service quality model is discussed in-depth
clearly indicating the components and what they stand for in the mobile world today.
The procedures for conducting the research are discussed .The study employed a descriptive
survey design .The population of study constituted both post and prepaid mobile phone
customers within three towns in Kenya. Sampling procedure used was purposive sampling.
The sample study is composed of three companies with at least two branches in any of the
selected towns in Kenya. A total of one hundred and fourteen customers were interviewed
Data analysis was collected using descriptive statistics 8fld coding for the qualitative data.
These included measures of central tendency like the mean, frequency distribution tables and
charts. Standard deviations were computed for selected data to allow for in-depth analysis.
The research first, concludes that customer perceptions and expectation of quality service are
in line with the SERVQUAL model and that customers perceive to be receiving above
average quality service.
The servqual model found to be consisting of important components that define
customer expectations in the mobile telephone industry. This correlated well with the
observations carried out in the literature review which recommend the model used as the best
model of service quality measurement as well as the most widely used to measure customer
expectations and quality of service .The research identifies that the highest percentage of
customers expect cheap rates followed by good and efficient customer service.
Citation
Masters of Business Administration, University of Nairobi (2009)Publisher
University of Nairobi. School of Business