THE ASSESSMENT OF 3G AND 4G NETWORK ON CRITICAL CUSTOMERS: THE CASE OF ETHIOTELECOM

Abstract

Customer satisfaction is one of the most important driving factor for business sustainability and essential for corporate profitability and survival. This research was conducted to assess the impact of 3g and 4g network on critical customers: the case of Ethiotelecom. Examining the level of awareness, assessment of level of customer satisfaction, fulfillment of customer’s expectation and performance issues related to 3G and 4G services were addressed as objectives of the current study. To this end, data were collected from 40 different organizations that were found in Addis Ababa. Quantitative method was used to test the significance of factors to the impact of 3G and 4G technologies. The data were encoded to SPSS software package and results were interpreted using qualitative and quantitative method in line with the research objective and question to show and interpret the results. Findings from these study shows that 3G and 4G technologies have a positive contribution on the business performance/productivity with a mean value of 3.85 followed by the awareness factor on 3G and 4G technologies and Customer satisfaction with mean value of 3.83 and 3.46 respectively. The overall level of expectation factor is the highest among all the factors in this study with a total mean range of 4.1. Even though the result showed high, the researcher recommends the organization (Ethiotelecom) to maintain and held high the 3G and 4G service to keep and attract customers in the future because customers always need to be satisfied beyond their expectation.