The Impact of Quality Service and Customer Satisfaction on Consumer Purchasing Decisions in Zimbabwe Telecommunications Industry

Abstract

This research study, the impact of quality service and customer satisfaction on consumer purchasing decisions in Zimbabwe telecommunications industry was conducted because telecommunication organizations are having low sales and they are losing customers to their competitors. The purpose of this descriptive cross sectional study was to assess the impact of quality service and customer satisfaction on consumer purchasing decisions in Zimbabwe telecommunications in Zimbabwe telecommunications industry. The study was guided by the research objectives namely; a) to unearth the reasons for dissatisfaction amongst consumers in the telecommunications industry in Zimbabwe, b) to establish the steps that have been taken by telecommunications operators to increase their customer satisfaction indices and c) to bring out solutions and recommendations for telecommunications operators to gain competitive advantage advantages in the telecommunications industry. The major focus was on the SERVQUAL model and its dimensions namely; empathy, responsiveness, assurance, reliability and assurance. The target population of this study was 150 employees and a sample of 80 was selected using simple random sampling. Self-administered questionnaires were used as research instruments to collect data from Econet Wireless Zimbabwe, Telecel and Netone Zimbabwe. Both quantitative and qualitative data was collected for analysis. The quantitative data collected was analyzed using Epi info 2002 version 3.5.2 and presented using tables and graphs. The data was then interpreted and analyzed to figure out its connectivity to the research objectives and questions. A total of 80 questionnaires were distributed and 75 of them were valid which translated to 94% response rate. The study revealed that customers had high expectations on empathy, responsiveness and assurance service dimensions. The SERVIQUAL model was also confirmed by this study as an essential service quality assessment tool as it clearly brought out the customers’ views concerning their expectations and perceptions. Management was recommended to carry out audits to assess service quality practices by telecommunication companies as part of total quality management. These recommendations combined with the customers’ expectations and perceptions, would make total quality management achievable. The study also suggested further research into a comparative study on the service quality of various aspects like operational performance. The service quality at telecommunication organizations may be focused in future in order to improve the service quality in their service delivery as a whole.

Keywords: service quality, customer, customer satisfaction, purchasing decisions, consumer, telecommunications, SERVQUAL, empathy, responsiveness, assurance, reliability, assurance