| dc.description.abstract | The objective of this study was to establish the de
terminants of customer satisfaction of
Safaricom mobile subscribers in Nairobi, Kenya. The
city was stratified into five regions, i.e.
Eastlands, Westlands, Southlands, City center and a
long Thika road and one Safaricom
Retail shop was selected per region. The study coll
ected the perceptions of 100 Safaricom
mobile subscribers from these five shops in Nairobi
through a semi-structured survey
questionnaire. The determinants of customer satisfa
ction investigated in this study was
adopted from the SERVQUAL model and tailored to tel
ecommunication industry. These
factors were rated for level of importance and sat
isfaction on a five point Likert scale with
rating ranging from very satisfied (5) to very diss
atisfied (1) and very important(5) to not
important at all (1).The study found out that facto
rs related to appearance of physical
facilities, personnel and communication materials (
Tangibility) was the most significant.
Other determinants include; Technical quality, Reli
ability, Responsiveness to customer
problem and Assurance. Conversely Image and Empathy
were found to be least significant
and include aspects such as network’s success, coun
try of origin of network, top executive
leadership, contacts in phonebook, involvement in s
ocial responsibility, length of time in
business, operating hours, specific needs of custom
ers, friendly customer service employees
and individualized attention. The factors that affe
ct customer satisfaction are numerous and
constantly change and therefore satisfying customer
s is a never ending task. Future studies
should focus on those aspects that determine loyalt
y as numerous studies have shown that
satisfied customers do not necessarily become or re
main loyal customers. It is important to
note that loyalty enables customers to look beyond
the occasional negative experience and
continue to purchase a company’s products | en_US |
