Effect of Service Quality Dimensions on After Sales Customer Satisfaction in Ethio telecom Key Account Customers: The Case of Broadband Subscribers

Abstract

The study is conducted on Effect of Service Quality Dimensions on After Sales Customer Satisfaction in Ethiotelecom Key Account Customers: The Case of Broadband Subscribers. This study attempted to provide an insight that basis key account customers to respond about Broadband After Sales Services Quality delivered by Ethiotelecom. The research approach employed for the study is mixed approach i.e. both qualitative and quantitative approaches used to find out the effect of service quality dimensions on after sales customer satisfaction in Ethiotelecom key account customers. For the purpose of the study both primary and secondary data are used. The primary data are collected through questionnaire from Ethiotelecom key account customers that subscriber for broadband services. Furthermore, secondary data are taken from documents, complaint handling desks and brochures that are available at zonal offices. The research design employed was descriptive method. A sample of 302 were selected through stratified random sampling (since zones provide similar services to their respective customers and have identical facilities, thus, in this study the zones were treated as strata.) from the total population, from which only 289 responded to the survey instrument- which was a 20 scale items to measure the perceived and expected service quality; and level of customer satisfaction. Both descriptive and inferential statistics techniques were used in the data analysis. The descriptive techniques include mean, standard deviations, presented using charts and frequency distribution tables. The research employed correlation and regression analyses to determine the relationships and impacts of service quality dimensions on customer satisfaction. Result of the study shows that key account customers that are broadband customers were perceived low level after sales service quality regarding to reliability (M=2.9) while they have moderate or above moderate level perception with other dimensions. The overall customer satisfaction was M=3.24, which was positively moderate level satisfaction. The correlation analysis resulted in direct and significant relationship of customer satisfaction with each service quality dimensions. It was correlated by r= 0.823 with responsiveness, by r=0.778 with reliability, and by r=0.774 with assurance dimension. Tangibility and empathy was correlated with customer satisfaction by r= 0.617 and r= 0.514, respectively. The regression analysis was resulted in coefficient of determination, R2 = 0.759 indicating that nearly 76% of the customer satisfaction was determined by service quality dimensions. From the results, it was concluded that customer satisfaction with after-sales service in the Ethiotelecom was highly related and influenced by the service quality dimensions of the telecom service. Ethio telecom is better to focus in improving its delivery of service with respect to each dimension; and particularly on responsiveness dimension that have the highest relation with customer satisfaction.