Linking Service Quality Attributes To Customer Satisfaction in The Mobile Phone Industry in Zimbabwe

Abstract

The purpose of the study was to determine the service quality dimensions of mobile phone services-network performance, service reliability and service accessibility, and to ex-amine the service quality/customer satisfaction link within the context of mobile phone services. An exploratory research design using a quantitative approach was employed. Two focus group discussions each with eight current mobile phone users led to the identi-fication of three service quality dimensions, which were subsequently used in the quantit-ative stage. The questionnaire survey method was used to collect data from two hundred mobile phone users. Linear regression analysis suggested that network performance and service reliability have the greatest impact on service quality and customer satisfaction with mobile phone services. Moreover, a strongly positive and highly significant relation-ship between service quality and customer satisfaction was found. With the evidence that service quality attributes are significantly correlated with customer satisfaction, mobile phone service managers could use service quality attributes as a lever upon which sub-scriber satisfaction can be enhanced in view of the numerous complaints concerning the quality of mobile phone services.

Keywords: Customer Satisfaction, Mobile Phone Services And Service Quality.