The influence of use of social media on customer satisfaction:A case of Safaricom call center, Nairobi county, Kenya.

Abstract

Customer satisfaction is the measure of organization total product performance in relation to a set of customer requirement. The research was undertaken on the influence of use of social media on customer satisfaction a case of safaricom call center, Nairobi, Kenya. This study was guided by the following objectives; To establish the influence of ease of use of social media service on customer satisfaction; to establish how speed and time of social media service influence customer satisfaction; to determine how the level of awareness of use of social media service influence customer satisfaction and finally to assess how generation gap influence the use of social media service. The study employed descriptive survey design; the target population comprised of safaricom subscribers who use social media services. Simple random sampling and purposive sampling was used to select the retail center to participate .The selected shops include; Moi Avenue,Buru Buru, Eastleagh, Nakumatt junction and the Village market shop based on their convenience and location of the shop. The instrument used for data collection was selfadministered questionnaires. A total of 384 questionnaires were issued and only 255 returned fully completed questioners giving a response return rate of 66%. There were ethical issues related to the study and they were addressed by maintaining high level confidentiality of the information volunteered by the respondents. Both quantitative and qualitative data was collected. The quantitative data was analyzed using descriptive statistics by employing Statistical Package for Social Scientists and presented using frequencies tables, bar graphs and tables. Qualitative data was analyzed using thematic analysis. It was expected that the results of the study was to be used to make recommendations on how social media can be used to increase customer satisfaction. The study concludes that regarding the influence of use of social media the level of awareness of social media had more on use on social media usage, followed by speed and time of social media and finally the ease of use and generation change has the same influence. The study recommends that, more awareness programs be created, social media subscribers get timely feedback and resolution on their queries and the social care home page should be user friendly and attractive.