Service Quality and Performance of Paid Television Services: the Case Study of Zuku Company Limited
Abstract
Providing a high-quality service is a major issue for all businesses especially for pay TV
industry. Customer satisfaction may establish the success or fail of a business. In order to be
competitive in the pay TV industry, firms need to satisfy their customers. High quality of
service provided would ensure a high market share and substantial return. The study’s main
objective is to investigate the effect of service quality on performance in pay TV sector.
The specific objectives are to: establish the levels of practice of service quality factors in the
paid television services sector and to determine the effect of service quality on performance
in paid television services sector. The research design used for the study was a case study.
The study was done in Zuku Company limited, There were 853 employees working with the
company as captured from the Human Resource Department staff registry. The study had a
selection of 256 respondents on whom the study was conducted. The stratification was based
on ranking including top management, heads of departments and other staff constituted the
sample that was interviewed.
The study used questionnaires in collecting primary data. The data was analyzed using
descriptive statistics to summarize the pattern of findings. This involved the use of
frequencies, percentages and means. The analyzed data was presented in tables and graphs.
The study found that both service quality and customer satisfaction have a positive effect on
customer’s re-patronage intentions. This study proved a close link between service quality
and performance. The study also indicated that reliability and network quality (an additional
factor) are the key factors in evaluating overall service quality. The study also highlighted
that tangibles, empathy and assurance should not be neglected when evaluating perceived
service quality and performance in Zuku Company limited.
The study recommends that paid television services providers have to improve performance
on all the dimensions of service quality in order to increase customer satisfaction since
consumers expect more than what they are offering. This will enable them maintain high
level of competitiveness. Further a study should be carried out to investigate the factors
influencing service quality and performance of paid television services in Kenya.
Citation
Ngigi,Sarah W.;October,2013.Service Quality And Performance Of Paid Television Services: The Case Study Of Zuku Company Limited.Publisher
University of Nairobi School of Business