The Impact of Employee Motivation on Customer Satisfaction: The Case of Ethio Telecom Customer Service in Addis Ababa
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Date
2014-06
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Addis Ababa University
Abstract
Employees are the most important factor in the success and failure of any organization. Keeping employees motivated and customers loyal at the same time could indeed be a huge challenge to even the most progressive organization today. Telecommunication industry is a service industry that provides telecommunication service thorough telecommunication system therefore employee’s motivation towards their job plays a very important role in serving the customer’s needs.
This study focuses on the impact of employee motivation and its components i.e. work environment, pay and benefits, management systems and corporate culture on customer satisfaction in Ethio telecom. Two different questioners was developed and distributed for customers and employees of Ethio telecom. A total of 385 and 102 questionnaires were personally distributed for customers and employees respectively. From which 301 and 90 useable questionnaires returned and used to empirically measure the impact. The data was analyzed using descriptive and inferential statistics methods. Correlation and regression analysis is used for this analysis. Descriptive statistics shows that there is a proportionate number of customers rate their satisfaction level either satisfied or dissatisfied. While there is also the same proportional number of employees of ethio telecom rate their satisfaction level either satisfied or dissatisfied with working in Ethio telecom. Inferential statistics Results show that only corporate culture has a significant and positive impact on customer satisfaction. All The other variables, employee motivation as well as its three components i.e. works environment, pay and benefits and management systems have no any significant influence on customer’s satisfaction. Those employees who have direct interaction with customer satisfaction highly influence the customer satisfaction level. It is evident from results that corporate culture key role in motivating employees towards their organizational goal of higher customer satisfaction
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Keywords
Employee Motivation, Customer Satisfaction, Work Environment