SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE PAY TV INDUSTRY- A CASE STUDY OF MULTICHOICE ZAMBIA LIMITED
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Date
2018
Authors
Musonda, Zondiwe, Anthea
Journal Title
Journal ISSN
Volume Title
Publisher
The University of Zambia
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.
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Thesis
Keywords
Customer Satisfaction , Service quality--Pay television