The Impact of Service Quality on Customer Satisfaction: The Case of Ethio Telecom Call Center

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Addis Ababa University


The main objective of this study was to assess the overall level of service quality and customer satisfaction in ethio telecom call center and to investigate the impact of service quality dimensions on customer satisfaction. A conceptual model of service quality dimensions was developed and hypothesized. The hypotheses were tested with the data collected through structured questionnaires from ethio telecom major customers in Addis Ababa. The collected data was analyzed using both descriptive and inferential statistical analyses techniques. The findings of the study show that service quality of ethio telecom call center is below average and customers are not satisfied with the service. In relation to the second objective, there is satisfaction difference between respondents who have used different access number specifically those respondents who have used 980 access number are more satisfied than those who have used 994 and those who have used both access numbers. The finding of this study also show that majority of the calls are related to complaint, complaint status request, bill request and technical support which implies that ethio telecom call center should improve service quality related to these call reasons. Based on the finding all service quality dimensions have significant impact on service quality and customer satisfaction except empathy which has insignificant impact even though their level of impact is different. The study provides the empirical application of Parasuraman (1985) and Anton (1997) service quality model so that this study contributes ethio telecom to improve its call center service quality which leads to customer satisfaction



service quality, customer satisfaction, quality dimensions