AN ASSESSMENT OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON FIXED BROADBAND INTERNET SERVICES OF ETHIO TELECOM

Abstract

Customer satisfaction assessment is an important part in telecommunication as it is a core part for a service giving company. Companies that are unable or unwilling to properly serve their customers to meet their satisfaction stand to lose the customers’ business. The aim of this research is to assess customer satisfaction of fixed broadband internet subscribers of Ethio telecom in Addis Ababa The primary objective of this study is to assess the overall satisfaction level key account customers with broadband internet service. The study was conducted on fixed broadband internet subscribers of enterprise customers in Addis Ababa. The five SERVQUAL dimensions developed by Parasuraman et al (1988) and additional two dimensions specific to telecom sector (convenience and network quality) were used to assess the customer satisfaction. To select representatives the probability sampling techniques was applied. Altogether out of the 202 distributed questionnaire 165 (84.6%) responded questionnaire were used for analyzing the study. For the analysis part 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 (73%) of respondents are dissatisfied. The result of the study also stated 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) fixed broadband internet service customers are below average, that is 27%, 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 fixed broadband internet service than the other service quality dimensions