Abstract
Botswana’s telecommunications sector has shown significant growth over the years. This is evidenced by the increase in the number of mobile operators, coupled with a drastic increase in the number of consumers. Notwithstanding this, the mobile sector is challenged to continually find ways to ascertain that their products and services meet customers’ expectations, in order to provide improved quality of service and ensure customer satisfaction. This study therefore, examines the relationship between service quality and customer satisfaction in the mobile sector and compares levels as well as analyse the determinants of service quality. The SERVQUAL model was adopted for this study, through which twelve dimensions of service quality were explored and measured. Principal component analysis was employed to compute the customer satisfaction and service quality indices. The regression results showed that, across all mobile operators; Assurance, Credibility, Security and Tangibles are the major dimensions that are significantly and positively related to customer satisfaction. Therefore, service providers need to focus on issues of assurance, credibility, security and tangibles among others, to increase satisfaction levels among their customers.
Highlights
The telecommunications industry is very important in the development of the economy, as it ensures ease of service provision and facilitates business transactions
Botswana’s telecommunications industry continues to show significant growth with respect to the total number of consumers of the services provided by the mobile service operators
Descriptive Analysis of the Results This section gives a narrative of the results of the analysis carried out, on the effect of service quality on customer satisfaction in the mobile telecommunications sector
Summary
The telecommunications industry is very important in the development of the economy, as it ensures ease of service provision and facilitates business transactions. Good telecommunications infrastructure has been shown to have a positive relationship to economic growth (Sridhar & Sridhar, 2009) It is in this light that Botswana’s telecommunications sector has shown significant growth over the years. This is evidenced by the increase in the number of mobile operators from zero in the 1990s to currently three mobile service operators. These Public Telecommunication Operators (PTOs) are Mascom, Orange (formerly Vista) and BeMobile (a subsidiary of Botswana Telecommunications Corporation). The numbers of consumers have increased more than 30 times from 106,029 in 2000 to 3,410,507 in 2014 (Statistics Botswana, 2016)
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