The assessment of service quality and customer satisfaction using SERVQUAL Model: The Case Study of Tanzania Telecommunications Company Limited (TTCL)

Temba, Mary (2013) The assessment of service quality and customer satisfaction using SERVQUAL Model: The Case Study of Tanzania Telecommunications Company Limited (TTCL). Masters thesis, The Open University of Tanzania.

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Abstract

Service quality and customer satisfaction are very important concepts that companies must understand if they are to grow and remain competitive in the business environment. It is very important for companies to know how to measure these constructs from the customers’ perspective so as to understand their needs and satisfy them. Service quality is considered to be very critical to any modern business because it contributes higher customer satisfaction, profitability, reduced cost, improved customer loyalty and retention. The main purpose of this study is to assess customer satisfaction and service quality using SERVQUAL model within TTCL working environment. Other purposes include how customers perceive service quality; identify service quality dimensions that contribute to higher satisfaction, factors hindering customer satisfaction and what should be done to improve customer satisfaction for TTCL customers. A questionnaire was designed and distributed to respondents using a convenience sampling technique for TTCL customers. The analysis carried found that, the overall service quality perceived by customers was not satisfactory; means customers expectations exceeded perceptions. Also analysis revealed that TTCL Customer Care, Network Coverage, Voucher availability, handsets flexibility and air time charges are the critical factors that hinder satisfaction. As far as theory is concerned findings reveals that SERVQUAL model is not the best tool to use in measuring service quality for TTCL because the dimensions were negative gap. This study contributes to the already existing studies examining service quality within TTCL using SERVQUAL model. It also provides empirical results that guide other telecommunications companies on the corrective measures that lead to respective companies significant growth.

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