EFFECTS OF MULTI-CHANNEL SERVCIE QUALITY ON MOBILE CUSTOMERS SATISFACTION IN ADDIS ABABA: THE CASE OF ETHIO TELECOM

Abstract

The objective of this study is to identify the effect of multi-channel service quality on Mobile Customers Satisfaction in the case of ethio telecom, Addis Ababa Ethiopia. Despite the growing literature on customer’s satisfaction, efforts to investigate the causal links between multi-channel service quality and customer satisfaction on telecom operators around the world and multiple service quality effect on mobile customer’s satisfaction are limited and even not found in Ethiopian telecom context. Responding to this gap, this research examines the effects of multiple-channel service quality on mobile customer’s satisfaction in the case of state owned telecom operator provider, Ethio Telecom. Drawing on responses from 370 mobile customers considered in a questionnaire survey, and 304 (83%) of response rate has been generated. This study developed a research model and formulated 3 main hypotheses, linking 5 sets of physical service quality variables (i.e., Reliability, Responsiveness, Empathy, Tangibles and Assurance), virtual service quality variables (i.e., Information quality, ease of use and security) and Multi-channel integrated service quality to one dependent variable (i.e., customer satisfaction). The formulated model was tested using multiple regression analysis, controlling for the effects of physical service and virtual quality dimensions. The research findings indicate that both physical and virtual channel quality dimensions as well as multi-channel integrated service quality has a positive influence on customers satisfaction. Further, it shows us virtual service quality dimensions are more dominant than physical and about 78% of customers satisfaction determined by this model and the remaining 22% may be determined by other variables other than service quality like price, product quality etc.