The Importance of building and maintaining relationships with the consumers
Ashu, Stella (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023100426877
https://urn.fi/URN:NBN:fi:amk-2023100426877
Tiivistelmä
There exist a couple of telecommunication firms in Buea Cameroon, notably, MTN Cameroon, Orange Cameroon and NEXTELL Cameroon. These firms employ a workforce from all nationalities and exper-tise and they serve a varied range of customers and clients with their different brands of products and services.
The objective of the study is to examine the importance of building and maintaining relationships through customer service quality and the organisational performance of TELECOM firms. More specifically, this research is to analyse the satisfaction level of consumers based on the quality of service provided by TELECOM firms in Buea. Second, the study is carried out to ascertain the dimensions of service quality which have caused customers to be satisfied or dissatisfied using the SERVQUAL Model. Furthermore, the aim was, to analyse the factors which may affect the quality of service provided to the customers.
The study assessed the variables within the framework of some applicable theories, the GAP analysis and the SERVQUAL model. These theories and models serve as a baseline for understanding how important it is for companies to build and maintain relationships with customers, how their services are viewed and how impactful they are to customers.
A descriptive cross-sectional research design was employed here. A sample survey was carried out among the clients of TELECOM firms in Buea using self-administered questionnaires. The questionnaires were administered using Webropol. Descriptive statistics were done, and results were presented in tables and discussed.
The results suggest that consumers have a low satisfaction rate and are inclined not to recommend TELECOM services to others, however, there is a high trust level given to TELECOM firms in terms of protecting the information and privacy of consumers. The results also showed that consumers are will-ing to pay more for improved services supplied by TELECOM firms. Overall, customers and staff considered the reliability and responsiveness of TELECOM firms services and assurances to be of high importance.
The objective of the study is to examine the importance of building and maintaining relationships through customer service quality and the organisational performance of TELECOM firms. More specifically, this research is to analyse the satisfaction level of consumers based on the quality of service provided by TELECOM firms in Buea. Second, the study is carried out to ascertain the dimensions of service quality which have caused customers to be satisfied or dissatisfied using the SERVQUAL Model. Furthermore, the aim was, to analyse the factors which may affect the quality of service provided to the customers.
The study assessed the variables within the framework of some applicable theories, the GAP analysis and the SERVQUAL model. These theories and models serve as a baseline for understanding how important it is for companies to build and maintain relationships with customers, how their services are viewed and how impactful they are to customers.
A descriptive cross-sectional research design was employed here. A sample survey was carried out among the clients of TELECOM firms in Buea using self-administered questionnaires. The questionnaires were administered using Webropol. Descriptive statistics were done, and results were presented in tables and discussed.
The results suggest that consumers have a low satisfaction rate and are inclined not to recommend TELECOM services to others, however, there is a high trust level given to TELECOM firms in terms of protecting the information and privacy of consumers. The results also showed that consumers are will-ing to pay more for improved services supplied by TELECOM firms. Overall, customers and staff considered the reliability and responsiveness of TELECOM firms services and assurances to be of high importance.