Influence of Service Quality on Customer Satisfaction: A Case of Airtel Mobile Phone Company in Dar es Salaam.

Kaale, Juhudi John (2021) Influence of Service Quality on Customer Satisfaction: A Case of Airtel Mobile Phone Company in Dar es Salaam. Masters thesis, The Open University of Tanzania.

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Abstract

Issues of customer satisfaction have been extensively done in the marketing. The aim of the study was to examine the influence of service quality on customer satisfaction. This study specifically examined the relationship between service quality and customer satisfaction, it addressed the importance of service quality dimensions to Airtel Mobile users and in the end; it highlighted the service dimension in mobile communication service that leads to customer satisfaction. The study was conducted in Dar es Salaam where by a total of 400 Airtel subscribers were conveniently sampled to take part in the study. Descriptive statistics and correlation analysis was performed to analyze the generated data. It was revealed that good quality services satisfy Airtel customers. Moreover, the findings also revealed that, assurance was the most important followed by empathy and responsiveness which determine the highest level of customer satisfaction. The study recommended that, telecommunication companies’ management should make efforts to ensure that their customers are happy and satisfied. Front office staffs are critical to the continued success of the telecommunication industry. It also recommend that telecommunication management should focus on the most contributing factors to customer satisfaction such as tangibles, empathy as well as value for money services. In the end, the management should constantly interact with the customers in order to understand their needs and provide satisfactory services. Keywords: Customer Satisfaction, Service Quality, Airtel Mobile Phone Company, Airtel subscribers.

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