Effect of Service Quality on Customer Satisfaction: Experience from Telecommunication Industry in Tanzania

Effect of Service Quality on Customer Satisfaction: Experience from Telecommunication Industry in Tanzania

Abstract: The purpose of this research was to investigate the effect of service quality on customer satisfaction in the telecommunication industry, from the perspective of Tigo-Pesa service in Dar es Salaam. The study was guided by the following objectives: to determine the types of services received by customers through Tigo-Pesa service and the service quality of Tigo-Pesa services through gap analysis of expectations and perceptions of customers. Quantitative and qualitative research approaches using descriptive research design were employed. The research surveyed 364 Dares Salaam people subscribed to Tigo-Pesa services. The methods of data collection were questionnaires (quantitative data) and in-depth interviews (qualitative data). In addition, the research employed the Statistical Package for the Social Sciences (SPSS) for data input and analysis. The findings revealed that the majority of people in Dar es Salaam are using Tigo-Pesa services for depositing and withdrawing money. Analysis revealed that the tangible dimension of Tigo-Pesa service quality is the strongest among the five dimensions, while the responsiveness dimension is the weakest. Furthermore, the study recommends that Tigo-Pesa should regularly conduct customer satisfaction surveys so as to identify areas that need to be improved, and also that Tigo-Pesa Company should open ATMs in order to help customers deposit money, withdraw money, buy airtime and pay bills when agent shops are closed.

AMJD Volume. 10, Issue 3 (2021)

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Effect of Service Quality on Customer Satisfaction: Experience from Telecommunication Industry in Tanzania