RELATIONSHIP BETWEEN NETWORK QUALITY AND CUSTOMER SATISFACTION AMONG MOBILE PHONE USERS. A CASE STUDY OF SELECTED UNIVERSITIES IN KENYA
Abstract
Organizations have embraced the concept of customer relationship management practices since it focuses on managing relationship between its current and prospective customer base hence helping in building long lasting relationships which consequently give the organization the joy of retained customers. This study sought to find out the relationship between network quality and customer satisfaction among mobile phone users in selected Public Universities. This study was guided by the social exchange theory which focused on the fundamental principle that humans in social situations choose behaviors that maximize their likelihood of meeting self-interests in those situations. Descriptive and explanatory research designs were utilized in this study and the following networks were sampled; Safaricom, Airtel, Orange and, yuMobile. A questionnaire was used to collect data from sample size of 250 respondents who were sampled from the staff of public universities in the Western region which included Moi, Masinde Muliro, Maseno, Jaramogi Oginga Odinga, University of Eldoret and Kisii University. Data collected was analyzed by use of descriptive and inferential statistics. Multiple regressions were used to establish the effect between network quality and customer satisfaction. The study recommended that service providers should put more emphasis on Customer Relationship Management Practices particularly Network quality since they influence customer satisfaction. The study provides new theoretical insight into factors influencing customer satisfaction.
Key Words: Network Quality, Customer, Customer Satisfaction, Relationship
CITATION: Otiso, K. N. (2021). Relationship between network quality and customer satisfaction among mobile phone users. A case study of selected universities in Kenya. The Strategic Journal of Business & Change Management, 8 (4), 195 – 214.
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DOI: http://dx.doi.org/10.61426/sjbcm.v8i4.2095
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