ASSESSING THE EFFECT OF SERVICE QUALITY FACTORS ON BROADBAND INTERNET CUSTOMERS SATISFACTION IN ADDIS ABABA, THE CASE OF ETHIO TELECOM

Abstract

The aim of this research was to examine the main factors that affect the satisfaction of enterprise broadband internet subscribers of Ethio Telecom in Addis Ababa. To assess the customers’ satisfaction the study applied a modified SERVQUAL model. The study has conducted a questionnaire survey. To select representatives the probability sampling techniques was applied. Altogether out of the 378 distributed questionnaire 320 (84.6%) responded questionnaire were used for analyzing the study. For the analysis and hypotheses testing, both the descriptive and inferential statistics were measured using some measures of central tendencies and Statistical Package for Social Sciences (SPSS) Version 20. And to estimate the relationship and effect of each SERVQUAL dimension on customers’ satisfaction the simple and multiple regression models were applied. The finding shows that the majority (63.4%) of respondents are dissatisfied. The result of the study also indicated that network quality is the most influential dimension which can influence the overall satisfaction of the customers. Generally, since the satisfaction level of the enterprise (key account and SOHO/SME) broadband internet service customers is below average, that is 36.6%, ethio telecom should work hard to improve its customer’s satisfaction. And the enterprise customers are demanding more improvements on the network quality aspects of broadband internet service than the other service quality dimensions. The researcher expects that the findings of this research would be useful for ethio telecom in formulating appropriate strategies and addressing the area of attention for the network improvement and expansion of broadband internet service in the whole country.