AN ASSESSMENT OF SERVICE QUALITY LEVEL AND CUSTOMER SATISFACTION WITH BROADBAND INTERNET (THE CASE OF ETHIO TELECOMENTERPRISE KEY ACCOUNT CUSTOMERS)

Abstract

It is obvious that customers are important stakeholders in organizations and their satisfaction is a priority to management. Customer satisfaction has been a subject of great interest to organizations and researchers alike. Purpose: The study focused on the assessment of service quality level and customer satisfaction with broadband internet service users of Ethio Telecom. The primary objective of this study is to assess the overall satisfaction level key account customers of Ethio telecom with Broadband Internet Service. Method: The study was conducted on broadband internet users key account customers in Addis Ababa. The five SERVQUAL dimensions developed by Parasuramanet al (1988)and additional four dimensions (service provisioning, price, quality and security) were used to assess the customer satisfaction. A sample of 339 respondents was selected using a stratified random sampling method among which 255were collected. Finding: The finding shows that the majority (65.9%) of respondents were dissatisfied. The result of the study also indicated that responsiveness is the most important dimension which can influence the overall satisfaction of the customers. Generally, since the satisfaction level of key account customer broadband internet users is below average which is 34.1% Ethio telecom should struggle to improve its customer’s satisfaction. And Key account customers are demanding more on the responsiveness aspects of broadband internet service than the other service quality dimensions.