The Impact of Service Quality on Ethio-Telecom Customer Satisfaction

Abstract

This study aimed to investigate the impact of service quality on total customer satisfaction of Ethio-Telecom. This research begins by first describing the idea of service quality and progresses to differentiate between service quality and customer satisfaction based on previous studies. Instruments are established and exploratory work is being performed among Ethio-Telecom subscribers to evaluate the implications of service quality on satisfaction. The analysis followed the SERVQUAL method as the core structure for the evaluation of service quality. Multiple regression analysis was used to analyze the interaction between service quality parameters and customer satisfaction. The findings revealed that all of the service quality elements were good determinants of customer satisfaction. For administrators, this conclusion has significant consequences for brand building approaches. Indications of an effective brand building campaign are established when organizations provide quality services compared to other firms in the same sector. It is also important for Ethio-Telecom and other telecommunications providers to boost consumer satisfaction by offering consumers with the right services adequately. Recognizing and serving the needs of consumers will then boost network efficiency, as what is delivered will be used to differentiate the products and services from their competitors.