FACTORS AFFECTING CUSTOMERS SATISFACTION (THE CASE OF MOBILE CUSTOMERS IN ADDIS ABABA CITY ADMINISTRATION)

Abstract

The main objective of this study was to identify factors affecting customer satisfaction in mobile service at ethio telecom case of Addis Ababa. To conduct this study, a descriptive survey was employed. Questionnaire survey, interview, document analysis and organizational observation were used to collect necessary data. The research study involved three categories of sample populations: Customers/subscribers of mobile, ethio telecom front desk employees and Management groups. Data analysis was done using descriptive statistical tools and percentage. The study findings indicate that there are customer dissatisfactions in mobile service usage of ethio telecom due to different factors. The factors are Reliability of the service is very low, Absence of quick response, apology and compensation for service failure, Lack of communication between the back office and the front office, employees, Failure of front desk employee to provide clear and adequate information on the availability of particular services, Service delivery not consistent and standardized, company’s failure to react quickly for customers request, Employees Lack of courtesy and poor customer handling are the main. This study concludes that these factors should be fulfilled or improved at the organizational level to satisfy customers through improving the quality of services. It is concluding that customers are dissatisfied by mobile service usage of ethio telecom. Therefore, this study conducted to make aware the company factors affecting customers satisfaction and put bench mark information for scholars and other researchers who want to conduct further research in the area The researcher strongly recommends that there needs to be a balance between expanding the service and acquiring reliable network, good customer handling and having clear and accurate bill, and the company has to enhance the need of existing employee and attract new skilled manpower from the market.