| dc.description.abstract | The purpose of the study was to investigate the relationship between service quality and
customer satisfaction with a view of identifying the strategic dimensions of service quality
which impact positively on customers. This study explores the level of service quality and
its relationship with customer satisfaction in the mobile telephony industry among the
subscribers and sought to determine the extent to which the service quality dimension
affects the level of customer satisfaction.
Data was collected using structured questionnaire from mobile telephony subscribers from
three mobile network operators (Safaricom, Airtel and Orange) within Nairobi, Kenya. The
reliability test done on the variable collected confirmed the adequacy and suitability of the
survey instrument. Data analysis was done by the use of ANOV A test, regression analysis
and Factor analysis.
It was found that reliability dimension of service quality was the most important factor to
invest on followed by responsiveness, technical quality and assurance. Responsiveness was
highly correlated to empathy and reliability and was thus eliminated as a measure of
service quality. In general, it was found that customer's perception of service quality
offered by MNO did not meet their expectations since all gaps scores have negative values.
Orange subscribers were the most satisfied (gap score of -0.5610) followed by Airtel
customers (-0.7332) and lastly Safaricom customers (-0.8858). The different in satisfaction
was significant across the MNO. Tangibility and assurance dimension did not differ
significantly across the MNO. Analysis across the personal profile indicated that Technical
quality was the most affected by personal profile, followed by reliability, responsiveness
while the least affected by personal profile was image and tangibility dimensions. MNO
should therefore customize their services based on personal profile of the customers. In
conclusion, there was strong relationship between the quality service dimensions and
customer satisfaction. The MNO should therefore prioritize their quality service
dimensions since they impact differently on customer satisfaction and that they are
currently at different investment levels. Reliability and technical quality should be given
more importance and that there is no need to invest on responsiveness since it is less
effective. Future survey should adopt the six dimensions derived through the factor
analysis in telephony industry. The tool derived is more reliable and consist of 25 strong
items. | en_US |
