THE EFFECT OF AFTER SALES SERVICE ON CUSTOMER SATISFACTION IN ETHIO TELECOM ENTERPRISE: THE CASE OF BROADBAND SUBSCRIBERS

Abstract

An understanding of the effect of after-sales services on satisfaction and post behavioral intentions is important to services providing organizations because it allows them to differentiate their offering substantially, in a way that strengths the relationship with their customers in the short, as well as in the long run. The purpose of this paper is to investigate the effect of after-sales services on customers ‘satisfaction as well as on their behavioral intentions, namely “repurchase intention” and “word-of mouth” (WOM). The research conducted followed a quantitative and qualitative methodology. The selected research tool was a questionnaire. The study conducted was targeted at Ethio telecom broadband internet subscribers and 218 usable responses were utilized. A path analysis was performed using the “Amos” software. Findings show that after-sales service quality, affect satisfaction, which in turn affects behavioral intentions. Hence, after-sales services affect the overall satisfaction and thus, the quality of the relationship with customers.