Abstract:
Customer satisfaction has been and remains the major concern of profit driven service providing organizations. Organizations in this sector strive to offer quality services and products than their competitors in order to survive in the market and get better profit through satisfying and attracting customers. Telecom service is one among those services where customer satisfaction is of paramount importance. Ethio telecom is aware of this fact and reflected its importance in its organizational structure and its values and mission statements. The major objective of the study was to examine the critical internal factors influencing the satisfaction of mobile telecom service customers in Debre Berhan city. To achieve the stated objective and address the research questions a survey type explanatory research design and SERVPERF model were employed. Data was collected from both primary and secondary sources. Primary data was collected through questionnaire; document analysis was used for secondary data. The study used convenience sampling technique to select study participants; accordingly, a total of 385 respondents were selected and participated in the study. Complete data was obtained from all the 385 respondents. Data was analyzed using SPSS (version 23). The statistical analysis indicates that customer satisfaction in mobile telecom service is significantly explained by tariff and corporate image. All service quality dimensions have no statistically significant contribution to customer satisfaction. The overall customer’s satisfaction level was moderate. The relationship between all the independent variables and customer satisfaction is positive and direct. The findings suggest that ethio telecom in general and its Debre Berhan Branch in particular should work primarily on price fairness and corporate image building; and exert efforts on enhancing service quality in order to achieve better customer satisfaction and retain existing customers and attract new ones.
