Analysis of Customer Satisfaction in the Mobile Telecommunication Industry in Kenya: a Case of Study of Customers in Mulolongo Area
Abstract
Customer satisfaction is a fundamental marketing construct in the last three decades. In the past,
it was unpopular and unaccepted concept because companies thought it was more important to
gain new customers than retain the existing ones. However, in this present decade, companies
have gained better understanding of the importance of customer satisfaction (especially service
producing companies) and adopted it as a high priority operational goal. This study aimed at
investigation the overall customer satisfaction of the mobile telecoms industry in Kenya, factors
influencing satisfaction and the relationship between satisfaction and demographics. A selfadministered,
structured questionnaire was used to collect data from respondents which were
sampled out of the 200 customers targeted in the study, there were 160 completed questionnaires
representing 80% response and data was analyzed using descriptive statistics. Cross tabulation
was used to compare the existence of relationship between the firms. Mobile phone companies
should think of launching their products according to the need of the customers. Price and
network coverage are the two most important components contributing to the customer
satisfaction. Customer care service and ease of usage and information access are two other
components that are major for satisfaction in the Kenyan industry. This study therefore
demonstrates that a successful customer relationship program requires a holisticview of the
situation. The service providers in Kenya must realize that apart fromcompetitive pricing; they
should vigilantly monitor the core service delivery in term ofsignal quality and network
coverage.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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