The Effect of Quality Services on Customer Satisfaction (The Case Study Uganda Telecom Ltd)

ABSTRACT

Service Quality within retail units is pivotal for satisfying customers, retaining them and creating loyalty amongst customers. This research uses SERVQUAL to analyze the gap

between perceptions and expectations of the customer, concerning with the service at retail units in kampala city, Uganda. Customer Satisfaction level is assessed for the services

offered at selects retail units in the city of kampala. Five dimensions in service quality (servqual), tangibility, reliability, responsiveness, empathy, and assurance (Parasuraman,

Zeithaml, &Berry, 1985) have been considered for this empirical research.

General purpose of this research to know some factors that impact customer satisfaction.

The purpose are (1) to describe applied of service quality (servqual) dimension in telecommunication retail business (2) to know service quality (servqual) dimensions that make customers satisfied, and (3) to know service quality (servqual) dimensions that are dominant in influencing customer satisfaction. The research methodology was carried out

in a survey cross sectional applied to 369 respondents. The data obtained was analyzed by using reliability method, coffelation and regression. Result of research showed that services offered by retail units have positive impact and are significant in building customer satisfaction.

Findings of this empirical research reiterate the point of view that Service Quality dimensions are crucial for customer satisfaction in retailing - a burgeoning sector with high growth potential and oppo1iunities in fast growing economies like India's. Keywords: Service Quality (Servqual) Dimensions, Customer Satisfaction

TABLE OF CONTENTS

DECLAR..ATION .............................................................. .i

APPROVAL SHEET ............................................... .ii

DEDICATION .................................................... iii

ACI(NOWLEDGEMENT .......................................... .iv

LIST OF TABlE.................................................. v

ABSTRACT ....................................................................... ix

CHAPTER ONE .......................... 1

INTRODUCTION ................................................... 1

1.1 Background to the Study ........................................................... 1

1.2 Statement of the Problem .......................................................... 1

1. 3 The Purpose of the Study ............................................................ 1

1.4 Objectives of the Study ................................................................ 2

1.5 Research Questions .................................................................. 2

1.6 Scope of the Study ................................................................ 2

1.6.1 Geographical scope ................................................................ 2

1.6.2 Content scope ................................................................. 2

1.6.3 Time scope ................................................................ 2

1.7 Significance of the Study ................................................................ 2

1.8 The Conceptual Fran1e Work ............................................................... 4

CHAPTER TWO ..................................................................... 5

LITER.A TURE REVIEW ..................................................................... 5

2.1 Introduction ....................................................................... 5

2.2 Quality Service ........................................................................ 5

2.2.1 The determinants of perceived service quality. (The Gap model of service quality) .. 7

2.3 Customer Satisfaction ............................................................ 8

2.3. l Factors influencing customer satisfaction .................................................................... 9

2.4 Relationship Between Quality Service and Customer Satisfaction ................................ 9

2.5 Surnn1ary of the Main Issues ............................................................ 10

CHAPTER THREE ...................................................................... 11

METHODOLOGY ..................................................................... 11

3. lResearch design  ................................................ 11

3 .2 Research population ..................................................................... 11

3.3 Sampling technique ..................................................................... 11

3 .4 Sample size ...................................................................... 11

3.5 Research instrument ............................................................ 12

3.6 Reliability and validity of the instrument.. .................................................................... 12

3. 7 Research procedure ................................................................ 12

3.8 Data analysis ......................................................................... 12

3. 9 Ethical consideration ..................................................................... 13

CHAPTER FOUR ...................................................................... 15

PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS ............................. 15

4.1 Respondents' profile ....................................................................... 15

4.2 Distribution of respondents' gender ............................................ 15

4.3 Distribution of respondents' age ......................................................... 15

4.4 Distribution of respondents' position in the company .................................................. 16

4.5 Distribution of respondents' marital status ................................................................... 16

4.6 Distribution of respondents' education level ................................................................ 17

4.7 Distribution of the respondents' number of years spent in Nile breweries ltd .............. 18

4.8 Relationship between quality service and customer satisfaction .................................. 20

4.9 Indicators of customer satisfaction in Uganda telecommunication ltd ......................... 22

CHAPTER FIVE .......................................... 24

FINDINGS, CONCLUSION AND RECOMMENDATION ............................................. 24

5.1 Summary offindings .................................................................... 24

5 .2 Conclusions .................................................................... 24

5.3 Recommendations ................................................................... 25

5 .4 Areas for Further Research ...................................................... 26

REFERENCES .......................................... 27

APPENDICES .............................................. 32

APPENDICEl. TIME FRAME ............................................. 32

APPENDICE 2. BUDGET FOR THE STUDY .................................................................. 33

APPENDICE 3. QUESTIONNAIRE ..................................................................... 34