Are all customers really the same? Comparing service quality and satisfaction between residential and business telecommunications customers

Charles Makanyeza,Darlington Mumiriki

doi:10.4102/ac.v16i1.348

Charles Makanyeza, Darlington Mumiriki

Open Access

https://doi.org/10.4102/ac.v16i1.348

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Abstract

Orientation: The study focused on the moderating role of the type of customer on the relationship between service quality and customer satisfaction.Research purpose: The study sought to examine differences in the relationship between service quality and customer satisfaction because of the type of customer.Motivation for the study: Previous studies have not examined the relationship between service quality and customer satisfaction between residential and business customers.Research design, approach and method: The study used a cross-section of 203 customers (108 residential and 95 business) in the fixed-line telecommunications sector in Zimbabwe. Moderated regression analysis was performed to test the research hypotheses.Main findings: It was established that the customer category (residential versus business) does not moderate the effect of service quality on customer satisfaction. Practical/managerial implications are, generally, that it is not necessary to segment customers by customer category (residential versus business) when managing service quality to achieve customer satisfaction.Contribution/value add: The main theoretical contribution of the study is the comparison of the effect of service quality on customer satisfaction between residential and business customers.

Highlights

This study sought to determine the effect of perceived service quality on customer satisfaction, to determine the effect of the individual dimensions of perceived service quality on customer satisfaction, and to compare the findings between residential (B2C) and business (B2B) customers
The analysis of the interaction term shows that customer category does not moderate the effect of service quality on customer satisfaction (β = 0.06, t = 1.12, p = 0.27)
This implies that customer category does not moderate the effect of tangibility, reliability, responsiveness and assurance on customer satisfaction

Summary

Introduction

Despite increased interest in the study of service quality and customer satisfaction (Baumann et al 2007; Beneke et al 2012; De Jagger & Du Plooy 2006, 2007; Ha & Son 2014; Kuo, Wu & Deng 2009; Seth, Deshmukh & Vrat 2005; Thaichon et al 2014; Wang & Shieh 2006), to date no study in the public domain has compared the effect of service quality on customer satisfaction between business to business (B2B) and business to consumer (B2C) markets. The effect of the individual dimensions of service quality (namely tangibility, reliability, responsiveness, assurance and empathy) on customer satisfaction has not been given much scholarly attention (Aghdaie & Faghani 2012; Baumann et al 2007; Wang & Shieh 2006). The study of the effect of each of the dimensions of service quality on customer satisfaction has not received much scholarly attention (Aghdaie & Faghani 2012; Baumann et al 2007; Wang & Shieh 2006). Sellers should provide quality products or services that can be used in the production of goods and services by other firms This calls for sellers to give more specific attention to the requirements of business customers in B2B marketing than they do to customers in B2C marketing.

Assurance

Discussion

Limitations and recommendations for future research