ASSESSING THE LEVELS OF KEY ACCOUNT CUSTOMERS SATISFACTION ON ETHIO TELECOM MOBILE SERVICE

Abstract

Customer satisfaction is a product or a service feature that has given a pleasure level of consumption related fulfillment. The main objective of this research is to assess the level of key account customer’s satisfaction on ethio telecom mobile service. Every organization should know that a customer is a very important agent. Without knowing the customer’s needs and want, without knowing the customers expectation and perception it will be difficult for them to operate in the long run. The one thing that every organization can have a good customer satisfaction for their product and service is by providing a good quality of service. Organizations that have providing a good quality of service can have a good image in the customers eyes .Ethiotelecom is the sole network provider in Ethiopia and is the first organization that generates revenue for the country. But from my day to day experience I heard bad thoughts about the company from the customers. That’s when the researcher thinks about assessing the level of key account customer’s satisfaction. The research was conducting using a descriptive research method to assess the level of key account customers’ satisfaction on Ethiotelecom mobile service. The researcher collected the data from a structured questionnaire and to select the sample size from each category the researcher were used a stratified sampling techniques and based on this 249 questionnaires were distributed to Ethiotelecom enterprise shops and out of this 210 of them were returned. To analyze the data the researcher used SPSS and presents using a table. From the finding overall the level of KA customers satisfaction is low in the five research questions which were to assess the performance of the network, service process quality, advice and customer care at point of sales and after sales service at point of sales. From the research finding the first service that a big difference from expectation and perception is on the network coverage of Ethio telecom also most of the respondents respond that the organizations overall costs for its products’ and services is unfair. Here the researcher recommended that to increase the satisfaction level of KA customers it should give a due attention to have some kind of mechanisms to take a survey every year about its customers satisfaction level, the organization also must improve its network coverage and the organization must improve its network coverage and the organization must give a due attention on its customers billing factors.