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Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda

Author

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  • Fawz Manyaga

    (Gradutate School, MA in Business, Ibn Haldun University, Istanbul, Turkey)

  • Umit Hacioglu

    (School of Business, Ibn Haldun University, Istanbul, Turkey)

Abstract

This paper aims to examine the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda, using a Servqual model. The association between customer satisfaction level and service quality characteristics has been tested with a regression analysis. In this study, assurance as a Servqual dimension has been substituted with tariffs to exhibit its effect on customers’ satisfaction levels. Findings verified that some of the Servqual dimensions including reliability, empathy, and responsiveness have been positively affecting the customer satisfaction level in the Ugandan context. The study also demonstrated that the prices of products and services of telecom companies were not the major concerns for telecom consumers in Uganda. The study, finally, provides some practical guidelines to managers of telecom companies as well as hinting out which Servqual dimensions are valued most by customers in Uganda. Key Words:Servqual, Service Quality, Customer Satisfaction, Telecom, Telecommunication

Suggested Citation

  • Fawz Manyaga & Umit Hacioglu, 2021. "Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(6), pages 19-33, September.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:6:p:19-33
    DOI: 10.20525/ijrbs.v10i6.1382
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    References listed on IDEAS

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    Cited by:

    1. Lejla Catic & Mersid Poturak, 2022. "Influence of brand loyalty on consumer purchase behavior," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(8), pages 83-91, November.
    2. Nanang Suryadi & Rila Anggraeni & Dandi Ariyanto & Muhammad Fajrul Islam, 2021. "The effect of the COVID-19 pandemic on consumer behaviors: A study on gen-z in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(8), pages 313-318, December.

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