| Abstract: | Telecom service providers heavily depend on customer perceptions and expectations of quality, a
challenging metric to gauge accurately. Surveys are widely employed to gather customer
feedback on service quality, with SERVQUAL being a recognized tool in this domain. Research
consistently links improved service quality to higher customer satisfaction. Previous studies have
explored service quality across various industries, focusing notably on the telecom sector. This
study specifically examines the impact of distributor outsourcing practices in voucher card sales
on service quality, as perceived by Ethio Telecom employees, using an explanatory research
design. Quantitative methods guided by SPSS software were employed, utilizing descriptive
statistics such as mean and standard deviation, alongside correlation matrices and multiple
regression analysis. The study encompassed 324 randomly selected individuals from Ethio
Telecom, achieving a remarkable 100% response rate with 179 completed self-administered
surveys from sampled employees. Findings underscored a robust, positive correlation between
cost efficiency, responsiveness, reliability, empathy, certainty, and user satisfaction. The study
concludes that optimizing telecom service cost-effectiveness while preserving core aspects like
reliability, empathy, and responsiveness significantly enhances service quality and thereby boosts
customer satisfaction. It advocates for the integration of advanced service quality management
approaches tailored to telecom industry standards and effective, quality-focused service
protocols |
