Service Quality and Its Effects on Customer’s Satisfaction: A Case Yirgalem Town Telecommunication, Ethiopia

Abstract

The main objective of this study was to investigate the effects of service quality on the customer satisfaction at Yirgalem telecom service industry. To conduct this study, a descriptive survey was employed. Questionnaire survey, document analysis and review of journals were used to collect necessary data. The research study involved one category of sample populations: obtained by conveniently available respondents were Customers/subscribers of the Yirgalem telecom industry. Data analysis was done using descriptive statistical tools and percentage. Again inferential statistics which includes both regression and correlation were employed to show the strength of relationships between independent variables (service quality dimensions) and dependant variable (customer satisfaction). The study findings indicate that there are positive and significant relationships between five service quality dimensions and customer’s satisfaction. And also there is positive and strong effects were recorded among three service quality variables (empathy, responsiveness and reliability) than assurance and tangibility. Finally, there is a positive relationship between service quality and customer satisfaction. This study concludes that these factors should be fulfilled or improved at the organizational level to satisfy customers through improving the quality of services. The researcher strongly recommends that there needs to be, acquiring reliable network, good customer handling and having clear and accurate bill, attract new skilled manpower from the market and finally the management should have to works towards the improvements over all service quality dimensions. Keywords: Customers Satisfaction, Service Quality, Servqual Model. DOI : 10.7176/JIEA/9-2-02 Publication date : April 30 th 2019