Influence of Service Quality on Customer Satisfaction in Tanzania Telecommunication Industry
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SAUT
Abstract
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Tanzania’s telecommunications sector has shown significant growth over the years. This is
evidenced by the increase in the number of telecom networks, coupled with increase in the
number of consumers. Notwithstanding this, telecommunication sector is challenged to
continually finding ways to make sure that their products and services meet customers’
expectations, in order to provide improved quality of service and ensure customer satisfaction.
The study therefore, examined the influence of service quality on customer satisfaction in
Tanzanian Telecommunication industry .The Kano model developed by Noriaki 1980 and
SERVQUAL model were adopted for this study, through which four dimensions of service
quality were explored and measured. A closed ended questionnaire was composed and gathered
the information from 390 customers around Nyegezi area in Mwanza city. Correlation and
regression analysis were conducted utilizing SPSS to analyze the data. Inferential analysis was
employed to compute the customer satisfaction and service quality indices. The regression
results showed that, across Telecommunication network; Assurance, Responsiveness, Reliability
and communication are the major dimensions that are significantly and positively related to
customer satisfaction. It was concluded that service assurance, responsiveness, reliability and
communication both have an effect on customer satisfaction. It was also determined that some
factors were more satisfactory than the others. The findings of study revealed that percentages of
customer satisfaction change with the service quality dimensions of assurance and
communication. Overall, it can be established that there is a significant relationship between
customer satisfaction and service quality assurance and communication.
Keywords
Service Quality