Determinants of customer satisfaction for " mobile phone subscribers in Nairobi.

Abstract

This study was conducted with the objective of finding out determinants of customer satisfaction for mobile phone subscribers in Nairobi. The main objecti ve being to determine the factors that influences the level of customer satisfaction in the mobile phone industry as well as to classify the factors that influence the level of customer sati sfacti on. To achieve the above objecti ves, primary data was collected from 100 respondents who were selected from authorized mobile service dealers and Megastores for both Safaricom and Kencell within Nairobi. The city was stratified into five regions, i.e Eastlands, Westlands, Southlands, City center and along Thika road and two dealers were selected per region using simple random sampling technique. The primary data was collected through structured questionnaire that contained several ~ factors that the researcher felt had a bearing in influencing each of the five major -. determinants of customer satisfaction. Respondents were then required to rate each of these factors on a five point Likert scale with rating ranging from very satisfied (5) to very disastisfied (1). The major findings of the study were that the respondents were more satisfied with availability of Scratch cards and convenience of loading of credit. Also somewhat satisfying were they felt well treated by Staff on enquiry and free voice mail retrieval. x The most disatisfying variables were network coverage as the worst, second was pricing followed by short message charge and special offers on handsets at reduced prices. The variables were factored into 11 factors through factor analysis, these were Customer service, Product / Service Features, Service Reliability, Service Access, Responsiveness, Service Security, Assurance, Pricing, Service Credibility, Service Equity / Fairness and Tangibles. The recommendations drawn from the study were that players in the industry should take concern of the identified factors that were deemed crucial in determing customer satisfaction. If these factors consideration are implementaed, then companies can be sure to have a competati ve edge over others that do not realign their processes and sub processes to the factors. The researcher proposed future researches could be more focused and dig deeper detai Is about one or two of the consistent determinants of customer satisfaction. Also future 4- researchers could focus on consumer emotions as a determinant and seek to know what -. variables are important in enhancing it as it was not well captured in the research. Lastly further comparison between mobile phone subscribers and land line phone subscribers customer satisfaction determinants would be necessary also after entry of the third mobile phone service provider.