Service Quality and Performance of Paid Television Services: the Case Study of Zuku Company Limited

Abstract

Providing a high-quality service is a major issue for all businesses especially for pay TV industry. Customer satisfaction may establish the success or fail of a business. In order to be competitive in the pay TV industry, firms need to satisfy their customers. High quality of service provided would ensure a high market share and substantial return. The study’s main objective is to investigate the effect of service quality on performance in pay TV sector. The specific objectives are to: establish the levels of practice of service quality factors in the paid television services sector and to determine the effect of service quality on performance in paid television services sector. The research design used for the study was a case study. The study was done in Zuku Company limited, There were 853 employees working with the company as captured from the Human Resource Department staff registry. The study had a selection of 256 respondents on whom the study was conducted. The stratification was based on ranking including top management, heads of departments and other staff constituted the sample that was interviewed. The study used questionnaires in collecting primary data. The data was analyzed using descriptive statistics to summarize the pattern of findings. This involved the use of frequencies, percentages and means. The analyzed data was presented in tables and graphs. The study found that both service quality and customer satisfaction have a positive effect on customer’s re-patronage intentions. This study proved a close link between service quality and performance. The study also indicated that reliability and network quality (an additional factor) are the key factors in evaluating overall service quality. The study also highlighted that tangibles, empathy and assurance should not be neglected when evaluating perceived service quality and performance in Zuku Company limited. The study recommends that paid television services providers have to improve performance on all the dimensions of service quality in order to increase customer satisfaction since consumers expect more than what they are offering. This will enable them maintain high level of competitiveness. Further a study should be carried out to investigate the factors influencing service quality and performance of paid television services in Kenya.