Analytical research for Safaricom Limited company : A customer Satisfaction survey
Maina, Janet (2010)
Maina, Janet
Arcada - Nylands svenska yrkeshögskola
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010112515631
https://urn.fi/URN:NBN:fi:amk-2010112515631
Tiivistelmä
The objective of this research was to measure and assess the level of customer satisfaction for Safaricom, to reveal problems that customers have come across and seek ways to improve products and services for this telecommunications company. The theoretical framework focuses on customer satisfaction, customer loyalty and the gap service quality model by Zeithaml and the total perceived quality model by Grönroos. The survey was conducted using questionnaires that were sent online and others given physically to participants. The author was limited in data collection and hence resulted to online survey that yielded more response than the physical data collection. Out of a possible 120 participants the response rate was 70%. The questionnaire consisted of 12 questions 2 of which were open-ended and required customer feedback. In the recent past, numerous surveys for Safaricom were conducted but focused on different products of this company offers. The author could therefore not compare these results to previous ones since this survey focused on the general satisfaction level for all products and services.
The survey results indicated that the level of customer satisfaction for Safaricom’s customers was good but not excellent and revealed fairly inefficient customer service as the most likely cause for dissatisfaction. Customers suggested that more action be taken to improve customer service and others hoped to see price reduction for mobile broadband.
The survey results indicated that the level of customer satisfaction for Safaricom’s customers was good but not excellent and revealed fairly inefficient customer service as the most likely cause for dissatisfaction. Customers suggested that more action be taken to improve customer service and others hoped to see price reduction for mobile broadband.