The Mediating role of trust in the relationship between Telebirr Payment Service and customer Satisfaction: The Case of Ethio Telecom
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Date
2025-11
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Addis Ababa University
Abstract
This study investigates the mediating role of customer trust in the relationship between the telebirr payment service and customer satisfaction the case of Ethio Telecom. The study's primary
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objective was to understand how customer trust influences customer satisfaction within the context of telebirr payment services. Utilizing an Explanatory research design, the study employs a quantitative approach with (Convenience, Speed, Security, and Cost) as independent variables, Customer trust as a mediating variable, and Customer satisfaction as the dependent variable. Data were collected from 368 Ethiopian telecom customers who use the telbirr payment service, using structured, closed-ended questionnaires and analyzed using Structural Equation Modeling (SEM) and SPSS V-27.Key findings reveal that Convenience, Speed, Security, and Cost have a positive and significant effect on customer satisfaction both directly and indirectly. From the findings, the researcher concludes that customer trust partially mediates the relationship between the telbirr payment service and customer satisfaction in the case of Ethio telecom. The model predictive relevance (Q²predict) score was 0.542, which shows that the model can reliably predict more than 54% of the variance in customer satisfaction. The R-squared value of 0.675 indicates that the predictors in the model account for roughly 67.5% of the variability in customer satisfaction. This study contributes to theoretical literature by integrating technology acceptance models with customer satisfaction theory, providing a comprehensive framework for understanding these dynamics. Practically, it offers valuable guidance for financial institutions to improve customer satisfaction through targeted strategies that enhance customer trust. The findings are expected to provide valuable insights into enhancing customer satisfaction through improved telbirr payment services and customer trust. The researcher recommends that Ethio telecom make a concerted effort to fund initiatives that build the telbirr payment service and preserve customer trust.
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Keywords
Telbirr payment services, Customer Trust, Convenience, Speed, Security, Cost, Structural Equation Modeling (SEM).