Service quality and customer satisfaction with COMA 2000: The Case of Ethiopian Telecommunication Corporation
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Date
2011-05
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Addis Ababa University
Abstract
The purpose of this paper is to identify and examine the determinants of service quality
and sati~faction of customers ofCDMA Ix. While modified SERVPERF model was used
to measure the service quality aspects and customer satisfaction with CDMA Ix service
of Ethiopian Telecommunication Corporation was measured by using a separate item.
The modified SER VP ERF instrument maintained seven dimensions namely tangibles,
reliability, responsiveness, empathy, assurance, network quality, and convenience with a
total of 2 7 statements placed on a 5-point Likert type scale (l being strongly disagree to
5 being strongly agree). Furthermore, a sample of 240 respondents ' subscribers of
CDMA Ix users in Addis Ababa city was drawn using stratified random sampling
approach, and 206 completely .filled questionnaires were used in performing final
analysis. The overall scale reliability (alpha) of the modified SERVPERF model was
found to be 0.930. Additionally, findings support that three out of seven dimensions of
modified SERVPERF were contributing significantly to determine overall customer
satisfaction. Among theses network quality was found to be the most critical determinant
of customer satisfactionfollowed by empathy and assurance. The main limitations of this
study include small sample size and the geographical coverage to Addis Ababa city. Both
the overall service quality and associated customer satisfaction were found to be
reported below average, therefore it can be conclude that ETC has to do a lot on
attributes associated with network quality, empathy and assurance, in order to bring
higher the level of satisfaction of its customers.
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