A Dissertation Submitted in Partial Fulfilment of the Requirements for the
Award of Degree of Master of Business Administration (MBA) of the Mzumbe
University, Dar es Salaam Campus
Quality of the service delivered to customers by default determines retention and
satisfaction of customers’, hence better performance of the firm. Usually firms or
organizations before production or product development, analyse the need or
demand of the product for the prospective customers, through marketing research.
The rationale of involving customers is to make informed decisions for the product
development.
This study assessed the effects of customers’ involvement on the quality of service,
whichspecifically looked on: the effects of internal coordination on service quality
delivery, effectiveness of social networks on service quality delivery and influence
of planned direct involvement on quality service delivery.
The study used a sample of 150respondentsselected conveniently and purposively.
Primary data was collected through structured questionnaires, interviews and
documentary reviews and data was analysed using content analysis for qualitative
data and Statistical Package for Social Sciences (SPSS) Software, whereby
quantitative analysis was employed.
The findingsquantitatively indicated that the hypothesis tested on the variables at 5%
significance level, revealed significant relationship of the variables. It was well
indicated that there is a relationship between the independent and dependent
variables in all three hypotheses. The selected variables indicated significant
relationships with the service quality delivery within 5%acceptablealternative
hypothesis that, there is relationship between the independent and dependent
variables.
It was concluded that customers’ involvement is inevitable for successful service
quality and it is recommended that businesses should capitalize on customers’
involvement for the realization of quality services.