ASSESSMENT OF FACTORS AFFECTING CUSTOMER SATISFACTION ON THE MOBILE SERVICE OF ETHIO TELECOM

Abstract

Customer satisfaction is a fundamental marketing concept of any business company that has received a huge interest from multitudes of researchers. This study aims at investigating the overall customer satisfaction of Ethio Telecom mobile service in Ethiopia, factors influencing satisfaction and the relationship between satisfaction and demographics. The five SERVQUAL dimensions developed by Parasuraman et al (1988) were used to assess the customer satisfaction. A sample of 405 respondents was selected using convenience (non-probability sampling) sampling method among which 332 were collected. The finding shows that the majority (68%) of respondents were dissatisfied. The results obtained in this research indicated that only 27.1% of the respondents were satisfied and 4.5% highly satisfied. The result of the study also indicated that reliability is the most important dimension which can influence the overall satisfaction of the customers. The combination of network quality, billing, validity period and customer support (mobile services attributes) showed strong relationship with satisfaction while age, sex, and employment variables showed weak relationship.