Customer Satisfaction and Service Quality: A Study on BRELA in Tanzania

Abstract

This study focused on assessing customer satisfaction with the quality of services provided by Tanzania's Business Registrations and Licensing Agency (BRELA), particularly its Communication Unit in Dar es Salaam. The research had three main objectives: identifying frequently inquired services at the Communication Unit, evaluating customer satisfaction levels, and gathering customer perspectives. The study aimed to assess the level of customer satisfaction and service quality as the result of BRELA's efforts to enhance services and introduce online options in 2018. Using the SERVQUAL scale, the study examined seven service quality dimensions: Tangibles, Reliability, Responsiveness, Competence, Access, Communication, and Understanding. A quantitative approach was adopted, involving a survey with convenience sampling to gather data from diverse respondents, including entrepreneurs, company owners, and prospective business starters in Tanzania. To ensure a balanced representation, the study received 20 calls daily at the call center for 19 days. Data collection involved a coded Excel questionnaire installed on call center computers. Analysis was conducted using Statistical Package for the Social Sciences (SPSS) and Microsoft Excel. Among the findings, Company Registrations emerged as the most requested service, with 242 out of 384 respondents seeking it. Respondents generally reported satisfaction with BRELA's services across the seven quality dimensions, and 79.2% held a positive perception of BRELA. The study recommended transforming the Communication Unit into the Directorate of Corporate Communications and Customer Service, enhancing the call center system, conducting awareness campaigns, and emphasizing adherence to the Client Service Charter. These recommendations aimed to improve BRELA's service quality, customer satisfaction, and the public.