A Thesis Submitted in Partial/Fulfillment of the Requirements for Award of Master of Business Administration (MBA) of Mzumbe University
It is certain that customers are important stakeholders in profit making organizations and their satisfaction is always a priority and concern to management. Service quality has been a topic of great interest to both researchers and organizations. Nowadays, service organizations, including mobile telecommunication companies, are obliged to provide more services in addition to their offers. Basically, the quality of service has become an important aspect of customer satisfaction; many researches prove that service quality is highly related to customer satisfaction. However, what has not been well known is relationship between customer satisfaction and service quality dimensions for internet service provider?
Objective: The main objective of this study is to examine the relationship between service quality and customer satisfaction in mobile broadband providers with respect to the service quality dimensions.
Methodology: Given the nature of this study survey method used to collect data. The population in this study was 326 individual customers who own Mobile Broadband from ZANTEL and 14 corporate customers. The researcher uses a convenience sampling technique to collect quantitative data from participant, ZANTEL Broadband users, to get their view on their satisfaction levels and meaning of service quality as per SERVQUAL model, from the population 50 individual customers were given questionnaire and 6 corporate customers were interviewed. A Social Package for social Science (SPSS) was used to analyse data and simple and multiple regression was used to test the hypotheses.
Findings: The study was conducted to examine the relationship between service quality and customer satisfaction on mobile broadband users of ZANTEL Zanzibar. The finding of the study indicates that ZANTEL broadband customers were satisfied by all five service quality dimensions (tangibility, reliability, responsiveness, assurance and empathy) and it is indicated that responsiveness is the most important factor to have a positive and significant effect on customer satisfaction.