FACTORS INFLUENCING BROADBAND SERVICE QUALITY ON KEY ACCOUNT CUSTOMER SATISFACTION

Abstract

The Significance of service quality for business performance has been recognized in the literature as a matter of survival. The main objective of the study was to assess and analyze the influence of broadband service quality on key account Customers Satisfaction at Ethio Telecom Mekelle Branch. A theoretical framework was used as a guideline to test the influence of broadband service quality dimensions on customer satisfaction. The research is descriptive and casual with quantitative approach. In order to achieve the objective of the study, the researcher employed both secondary and primary data. For this study, a questionnaire was used and completed by 109 customers from key account users. Correlation analysis was tested to see the relationship between broadband service dimensions and Customers satisfaction and multiple regression analysis were also used to identify the determinant factor that mostly influence Customers satisfaction and the significant level of each variable. The findings confirm that five of the independent variables of the service dimension, Reliability, Responsiveness, Assurance, Empath, and Tangibility have a positive relationship with the level of Customers satisfaction at Ethio Telecom at Mekelle Branch. In other words, service quality is strongly linked with customer satisfaction and the higher the service quality, the higher the customer satisfaction. The results further reveal that Responsiveness, Assurance, Empath dimensions contribute most towards customer satisfaction. But Reliability and Tangibility are found to be insignificant. The results of the findings also showed that the mean satisfaction is found to be moderate. Based on the summery, conclusion was drawn, the researcher has recommended based on the conclusion of the study that the Ethio Telecom should focus on the significant dimensions to improve service quality.