Perceived service quality:The case of mobile phone services

Abstract

This study was conducted to achieve three objectives; compare customers expectations and perceived performance, compare customer's expectations and management perceptions of customers' expectations and to compare the performance of the two service providers. To achieve these objectives, samples of 100 mobile phone customers (50 from Safari com and 50 from Kencell) and 12 service provider managers were picked. A questionnaire that had both semi-structured and likert-matrix questions was administered to the sample units. The sample of managers was selected judgmentally from both service providers (Kencell and Safaricom). Customers were systematically selected from providers' authorized dealers who operated within Nairobi City Centre. The dealers were selected using simple random sampling. Questionnaires were given for self-administration to customers who had previous service experience (those who owned and used a mobile phone). Questionnaires for service provider managers were administered through 'drop' and 'pick' method of the selected sample, 8 service provider managers and 90 customers filled the questionnaires. Data collected was analyzed using, mean scores, frequencies and proportions. Graphs were used to present the results. To test for any significant difference between the means, t-tests were used. The research achieved the three objectives and based on the findings the following conclusions were drawn: .:. There is a significant gap between the customers' expectations and perceived performance. Therefore the service providers have a challenge to improve their performance and revise their expectations to match customers' expectations . •:. There is a significant difference between perceived performances of the two service providers . •:. There is no significant difference between customers 'expectations and managers' interpretations of customers' expectations even though there was a big negative discrepancy on company colour, advertisement content and regularity.