Impact of Service Quality on Customer Satisfaction: A Case of Airtel Tanzania.

Ubwe, Jacqueline (2020) Impact of Service Quality on Customer Satisfaction: A Case of Airtel Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study aimed at assessing impact of service quality on customer satisfaction in telecommunication industry. The study was conducted at Airtel Company in Tanzania. The specific objectives were; to assess factors influencing customer satisfaction; to determine strategy used for service quality delivery; and examine the relationship between service quality dimensions and customer satisfaction. The study employed cross sectional research design. The targeted population was all AIRTEL customers and key informants’ staff. The sample size of 130 respondents was selected using convenience and purposive sampling technique. Data were collected using questionnaire. Results of the findings revealed that, factors which influence customer satisfaction include service quality dimensions; reliability, responsiveness, assurance, tangibility, and empathy. Findings also suggest that, five key strategies were adopted for service quality delivery in the study area. These were encouraging customer feedback, empowering employees in resolving customer issues, practice active listening with customers, underpin customer service strategy with data, and provide a rich learning environment for employees. Furthermore, results indicate that, there is significant positive relationship between service quality dimensions and customer satisfaction. The dimensions accounts for 59.6% of customer satisfaction. Reliability, responsiveness, and assurance were significant predictors (p<.05) of customer satisfaction. However, tangibility and empathy were not significant (p>.05) variables of the model. The study recommends that, the company should improve tangibles to meet customer expectations. Employees should also be equipped with regular trainings on customer services

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