Assessment of the Acceptance of Telecommunication Companies: A Case of Safarcom Ethiopia
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Date
2023-06
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Addis Ababa University
Abstract
This study investigates the assessment of the acceptance of telecommunication companies, with a focus on Safaricom Ethiopia. The objective was to gain insights into the key determinants of customer acceptance and identify areas for improvement in order to enhance acceptance. A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews. The quantitative method involves a survey of a sample of customers to collect data on components such as pricing, service (network) quality, customer service, service reliability and brand image. A representative sample of safaricom Ethiopia‟s customers who have utilized the company's service for at least 4 months participated in the survey, providing their perceptions and experiences with telecommunication services. Additionally, in-depth interviews were conducted with a subset of customers to gather deeper insights into their acceptance levels.
The findings of the research revealed that customer acceptance of Safaricom Ethiopia, was generally positive. The study reveal that a strong brand image positively impacts customer acceptance, highlighting the importance of building and maintaining a positive brand reputation. Additionally, excellent customer service was found to significantly contribute to customer satisfaction and acceptance. Providing prompt and efficient support to customers can enhance their overall experience and increase their acceptance of the company. Furthermore, service affordability emerged as a crucial factor in customer acceptance. Offering competitive pricing and affordable service plans can attract customers and contribute to their acceptance of the company.
The study's findings have practical implications for Safaricom Ethiopia and other telecommunication companies. The company can use the findings to improve its services and to increase customer acceptance. The study also contributes to the academic literature on the assessment of acceptance of telecommunication companies. The use of both qualitative and quantitative methods provides a comprehensive understanding, which can be used by researchers and practitioners in the field.
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Telecommunication companies