Service Quality and Customer Satisfaction: the Case of Safaricom M-pesa Services

Abstract

The concept of quality, efficiency, productivity, growth and survival pose a great challenge for the survival and growth of all corporate bodies. There is need for service firms to improve only quality dimensions, which translate to high customer value and this can be achieved by identifying the factors which translates to higher value when improved. M-Pesa is a money transfer system operated by Safaricom, Kenya's largest cellular phone provider. M-Pesa allows users to exchange cash for "e-float" on their phones, to send e-float to other cellular phone users, and to exchange e-float back into cash. The study sought to determine the relationship between service quality and customer satisfaction among Safaricom M-Pesa services customers and to establish the challenges affecting M-pesa services. This study adopted a case study method and targeted M-Pesa outlets within the Central Business District. Three customers were randomly picked from each outlet and primary data was collected from respondents by the use of questionnaires as the main instruments of data collection. The data collected was edited to identify and remove errors made by respondents. Edited data was then coded in order to translate responses into specific categories. Descriptive statistics such as means, percentages and frequency distributions were used to describe the responses as it is a better method of presenting the findings of the study. Spearman correlation was used to establish the relationship between quality service and customer satisfaction on Safaricom M-Pesa services. The study found out that M-pesa service customers were highly satisfied. The study found that most of the M-pesa service customers found it safe to use M-pesa transfer services including receiving money, sending money and buying airtime for another user and for self, emergency transfer, paying bills as well as savings. The study concluded that the accessibility of the physical facilities and their ability to perform the required tasks efficiently makes the customers satisfaction very high since convenience of the highest level is achieved. The study recommended that Safaricom M-pesa service providers to ensure there are an increased number of personnel who endeavor to serve the customers. The study recommends the service providers to set up security measures for a comprehensive transaction in case of sending money, receiving money, buying airtime or paying bills. This would increase customers‟ confidence with their services and also increase the pride by the company due to their achievement of the highest levels of customer satisfaction.