SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE PAY TV INDUSTRY- A CASE STUDY OF MULTICHOICE ZAMBIA LIMITED

Abstract

The study assessed the effect of service quality of Multichoice on customer satisfaction. The target population constituted Multichoice Customers, Managers, and agents, offering Service to customers on behalf of Multichoice. The study used a descriptive case study design adopting qualitative and quantitative methods. A total of 150 customers, 18 agents and 10 managers were sampled giving a total of 178 respondents in this study. Data were collected using questionnaires and structured interviews from the participants. Quantitative data were analysed using Excel and Statistical Package for Social Sciences (SPSS) in order to generate descriptive statistics, regression and correlation analysis, while content analysis was used to analyse qualitative data. The study findings established that there is a positive directrelationship between service quality and customer satisfaction. All the dimensions measured showed a positive correlation (r = 0.591) between service quality and customer satisfaction. The regression analysis (R = 0.794, R Squared = 0.765 and adjusted R Square = 0.749) revealed the following positive indicator reliability (Sig=0.408), tangibles (Sig =0.056), content quality (Sig = 0.028), customer service (Sig = 0.664), price (Sig = 0.001) and convenience (Sig = 0.164). The study furthermore identified the effect on the relationship between service quality and customer satisfaction in that customer satisfaction leads to increased loyalty, increase cash collection and promote positive brand image. This in turn acted as catalyst for business growth, increased competitive advantage and economic growth. Therefore, based on the findings of the study the following recommendations emerged amongothers: (i) Multichoice Management should set up quality assurance service level agreements with their third party vendors and suppliers. (ii) Multichoice management should review prices of the various subscription packages. (iii) Multichoice management should source and air the latest programmes on the packages. (iv) Multichoice should allow customers to payper view.