The Effect of Service Quality on Customer Satisfaction: A Study on Huawei Technologies Ethiopia PLC
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Date
2020-06
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A.A.U
Abstract
The main objective of the study is to examine the effect of service quality on customer satisfaction in the case of Huawei Technologies Ethiopia PLC. To achieve the objective, the quantitative research approach was employed and sample data was collected from five organizations in Addis Ababa by cross-sectional survey method. In the survey method, a structured questionnaire were used to collect the data. The targeted sample size was 96 and out of this 69 respondents were involved in the study. The research used purposive sampling from the staffs of IT department and managements of the aforementioned organizations. The study has followed both descriptive and explanatory research design. The collected data was analyzed by correlation and multiple regression analysis with the help of SPSS V25. The result of the study revealed that all dimensions of service quality i.e. tangibility, reliability, responsiveness, empathy, and assurance have a significant and positive relationship with Huawei Technologies Ethiopia PLC customers’ satisfaction. However, among the dimensions of service quality, assurance has relatively the strongest relationship with customer satisfaction; followed by tangibility and reliability. Finally yet importantly, the study concludes that, assurance in Huawei Technologies Ethiopia PLC highly predicts the variation in customer satisfaction followed by tangibility, responsiveness, reliability, and empathy respectively. The study recommended that due attention should be given to assurance, tangibility and responsiveness among the service quality in order to increase Huawei Technologies Ethiopia PLC customers’ satisfaction level. The importance of this study is to provide useful information for the decision to the company in order to increase the satisfaction of its customers. The findings of the study can be used for developing service quality strategies to address efficient and effective service to the customers so that they can increase customers’ satisfaction. Furthermore, the study will be used as a reference for further studies
Description
A Thesis Submitted to the School of Graduate Studies of Addis Ababa University in Partial Fulfillment of the Requirements for the Master of Arts Degree in Total Quality Management and Organizational Excellence
Keywords
Customer satisfaction, Service quality, Reliability, Responsiveness