Determinants of Customer Satisfaction in Mobile Service: the case of Safaricom Ethiopia
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Date
2023-06-06
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A.A.U
Abstract
Customer satisfaction is a measure of how happy customers are with a product or service, it is
an important goal for all businesses. By focusing on customer satisfaction, businesses can
improve their bottom line and create a more positive customer experience. This study was
conducted with the objective of finding out determinants of customer satisfaction for Safaricom
mobile service subscribers in Addis Ababa. A self-administered, structured questionnaire was
used to collect data from respondents which were sampled out of 400 customers targeted in the
study, there were 352 completed questionnaires representing 91% response. The statistical part
of analysis is based on descriptive statistic and inferential statistics, Correlation, and regression
analysis. To analyze the results, SPSS version 22 was used. Results show that Reliability,
assurance, responsiveness, and Empathy are important variables that have a significant impact
on consumer satisfaction. The findings of the study demonstrated a favorable and substantial
association between the independent variables of Reliability, assurance, responsiveness and
Empathy and the dependent variable of customer satisfaction. Finding of the study concludes
majority of respondents were satisfied with overall mobile service. It’s recommended to focus
on quality, to listen customers and to be responsive.
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Keywords
Customer satisfaction, customer experience