Determinants of Mobile Service Quality: A Case of Ethio-Telecom Network Operation

Abstract

As global mobile telecommunication technology advances at a rapid pace, telecom operators are under pressure to adopt the latest technologies. The way forward in such a swiftly transforming environment for mobile service operators is to become market-driven and put all necessary efforts into keeping the quality of service at the highest possible level. In this paper, the researcher explores how mobile network service provided by Ethio Telecom is perceived by employees of the Network Operation and Service Management (NOSM) division and key areas contributing to improving mobile network service quality. The researcher distributed 153 questionnaires to Ethio Telecom NOSM division employees, from which 146 responses were valid and usable for analysis. Responses were analyzed using SPSS statistical software version 25. Mixed research approach used in the research work by analyzing data collected using descriptive and inferential statistics and explain results qualitatively. Descriptive and inferential statistical techniques such as mean, standard deviation, correlation, and simple linear regression models. The findings of the study showed that SERVQUAL (Tangibles, Reliability, Responsiveness, Assurance, and Empathy) and Network quality Dimensions perceptions and expectations gaps are significantly impacted by perceptions, which indicates low rating responses towards perception of service. The findings indicate that their level of satisfaction with the service provided to them is low across all SERVQUAL and network quality dimensions. The researchers’ results concludes the finding by recommending Ethio Telecom needs to examine the level of its internal employee satisfaction as they are key process owners in the company and employees need to balance their perceptions and expectations