A Dissertation Submission in Partial Fulfillment of the Requirements for Award
of the Degree of Business Administration in Corporate Management
(MBA- CM) of Mzumbe University
The major objective of the research study was to assess customer satisfaction on the
organization service. The chosen organization was CMTL Group Limited one among
the logistics companies operating in Tanzania. The researcher used both terms
‘company and organization’ interchangeably to mean the same.
The researcher used the representative sample of 50 respondents in the research
study. The researcher used questionnaires as primary methods of data collection in
gathering data from the field. The case study research design was also used by the
researcher in doing the research.
The researcher used SERVQUAL (Service Quality and Customer Satisfaction)
model by comparing expectations with actual perception of services offered by
CMTL Group Ltd. Correlation analysis was used to establish the relationship
between service quality and customer satisfaction while Regression analysis was
used to determine the most important service quality dimensions in the CMTL Group
services.
Dimensions used include tangibility, responsiveness, empathy, assurance and
reliability. The researcher found out that, tangibility as a service quality dimension is
the most achieved dimension leading to customer satisfaction at CMTL Group.
Generally, it is due to the tangibility dimension that CMTL Group has the highest
demand of transportation service while leaving behind other offered services such as
clearing and forwarding, warehousing and distribution, storage and moving.
It is through the dimensions the researcher has assessed customer satisfaction
towards organization services and concludes that CMTL Group is doing its best in
satisfying customers by offering the best service in terms of tangibility and there is
still room for further improvements on reliability, responsiveness, empathy and
assurance towards achieving increased customer satisfaction.