IMPACT OF MOBILE PHONE NETWORK PROVIDERS’ SERVICE QUALITY ON CUSTOMER SATISFACTION AMONG STUDENTS IN A SELECTED UNIVERSITY IN ARUSHA, TANZANIA
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Date
2017-06
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Abstract
The use of mobile technology has become increasingly important in many
sectors of economy. The purpose of this study was to assess the impact of mobile
phone service providers’ service quality on customer satisfaction among students in a
selected university in Arusha, Tanzania. The study also assessed the relationship
between the five dimensions of service quality and customer satisfaction. This study
used a survey and data were gathered using closed ended servqual questionnaire
which were administered to 222 students from a selected university in Arusha using a
purposive sampling. The variable included service quality with five dimensions
(tangibility, reliability, responsiveness, assurance and empathy) and customer
satisfaction. Data was analyzed using descriptive and inferential statistics i.e.
correlation and Principal component analysis for factor analysis. The study found that
student had a positive perception and were satisfied with the services offered by
mobile service providers. The study also found a significant relationship between all
the five dimensions of service quality (i.e. tangibility, reliability, assurance,
responsiveness and empathy) and customer satisfaction. Factor that had highest
impact on students’ satisfaction were customer care, connectivity of the mobile
service providers’ network and employee behavior. In view of the findings, the
researcher recommended that Mobile service providers need to improve network
coverage which was ranked the lowest on service quality aspects. Continuous training
of employees to achieve continuous improvement of service quality. Continuous
updating of machines and equipment to embrace continuous changing technology.
Mobile service providers should benchmark their services with best mobile service
providers even outside the country.