THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION: THE CASE OF ETHIO TELECOM CALL CENTER

Abstract

The main objective of this study was to assess the overall level of service quality and customer satisfaction in ethio telecom call center and to investigate the impact of service quality dimensions on customer satisfaction. A conceptual model of service quality dimensions was developed and hypothesized. The major tools used for data collection is, questioners for ethio telecom major customers in Addis Ababa who have access to use both 980 and 994 access numbers.400 respondents taken as a sample from 3,157 major customers The hypotheses were tested with the data collected through structured questionnaires from ethio telecom major customers in Addis Ababa. The collected data was analyzed using both descriptive and inferential statistical analyses techniques. The findings of the study show that service quality of ethio telecom call center is below average and customers are not satisfied with the service. Based on the finding all service quality dimensions have significant impact on service quality and customer satisfaction The study provides the empirical application of Parasuraman (1985) and Anton (1997) service quality model so that this study contributes ethio telecom to improve its call center service quality which leads to customer satisfaction. The study concluded that over all service quality of call center is not good and customers are not satisfied with the services of ethio telecom call center. The researcher recommended that ethio telecom should work hard on all these service quality dimensions to improve its service quality and customer satisfaction of call center.