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Research Paper | Management | Kenya | Volume 5 Issue 5, May 2016 | Popularity: 7.2 / 10
Effects of Customer Service Strategies on Customer Satisfaction of Firms in the Telecommunication Sector in Kenya
Nganga Ruth Wanjiku, Dr. Kepha Ombui, Dr. Mike Iravo
Abstract: The main aim of the study was to examine the effects of customer service strategies on customer satisfaction of firms in the Telecommunication sector. In order to capture the required information, the study was guided by four specific objectives, to determine the effect of service quality strategies on customer satisfaction of firms in the telecommunication sector, to establish the extent to which pricing strategies influence customer satisfaction of firms in the telecommunication sector, to assess the effect of brand image strategies on customer satisfaction of firms in the telecommunication sector and to determine the effects of service recovery strategies on customer satisfaction of firms in the telecommunication sector. The study reviewed several theories of satisfaction as possible avenues towards a framework of understanding what satisfies customers. The study also conducted an empirical literature review in order to establish a link with similar past studies. The study adopted a descriptive survey design utilizing both primary and secondary data. Structured and unstructured questionnaires were used to collect primary data which were administered as the customers queued in the customer service centers while secondary data was collected through document review. Data analysis was carried out using qualitative and quantitative techniques with the aid of SPSS while the main method of data presentation was frequency distribution, tables, pie charts and bar graphs. The study found that there is a significant relationship between customer service strategies and customer satisfaction. The study concluded that customer service played a big role in influencing customer satisfaction and given a choice customers showed preference for fair and justified pricing, better quality of services, prompt and effective service recovery and were more likely to subscribe to a service provider with a good brand image. The study recommends that management of telecommunication firms should ensure proper and fair pricing, avoid unfavorable price alterations and anticipate customers potential feelings on price. On service quality, management should deliver quality, reliable and uninterrupted services. Management should focus on quick service recovery and communicate promptly on forthcoming interruptions. Telecommunication managers must also make a concerted effort to develop a distinct brand image or brand identity that resonates with customers but also clearly distinguishes that brand from its competitors to ensure satisfaction. Finally the research study recommends that a future study similar to this should be carried out in other areas and counties and findings be compared to help telecommunication managers and other managers in the service industry find concrete solutions to poor customer satisfaction in Kenya.
Keywords: customer satisfaction, pricing, service quality, service recovery, brand image
Edition: Volume 5 Issue 5, May 2016
Pages: 1625 - 1631
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