Service quality and customer satisfaction among mobile telephony subscribers in Nairobi

Abstract

The purpose of the study was to investigate the relationship between service quality and customer satisfaction with a view of identifying the strategic dimensions of service quality which impact positively on customers. This study explores the level of service quality and its relationship with customer satisfaction in the mobile telephony industry among the subscribers and sought to determine the extent to which the service quality dimension affects the level of customer satisfaction. Data was collected using structured questionnaire from mobile telephony subscribers from three mobile network operators (Safaricom, Airtel and Orange) within Nairobi, Kenya. The reliability test done on the variable collected confirmed the adequacy and suitability of the survey instrument. Data analysis was done by the use of ANOV A test, regression analysis and Factor analysis. It was found that reliability dimension of service quality was the most important factor to invest on followed by responsiveness, technical quality and assurance. Responsiveness was highly correlated to empathy and reliability and was thus eliminated as a measure of service quality. In general, it was found that customer's perception of service quality offered by MNO did not meet their expectations since all gaps scores have negative values. Orange subscribers were the most satisfied (gap score of -0.5610) followed by Airtel customers (-0.7332) and lastly Safaricom customers (-0.8858). The different in satisfaction was significant across the MNO. Tangibility and assurance dimension did not differ significantly across the MNO. Analysis across the personal profile indicated that Technical quality was the most affected by personal profile, followed by reliability, responsiveness while the least affected by personal profile was image and tangibility dimensions. MNO should therefore customize their services based on personal profile of the customers. In conclusion, there was strong relationship between the quality service dimensions and customer satisfaction. The MNO should therefore prioritize their quality service dimensions since they impact differently on customer satisfaction and that they are currently at different investment levels. Reliability and technical quality should be given more importance and that there is no need to invest on responsiveness since it is less effective. Future survey should adopt the six dimensions derived through the factor analysis in telephony industry. The tool derived is more reliable and consist of 25 strong items.