The relationship of service quality and customer satisfaction in a local telecommunications company

Abstract

The present business environment has intensified the competition levels in a significant way and most service organisations are compelled to offer high service quality to mutually accomplish customer satisfaction, create long-term relationships, as well as achieve loyalty and profitability. The dissertation’s purpose is to investigate the relationship between service quality and customer satisfaction with respect to the service quality dimensions. Taken from a customer’s perspective, the study is aimed to find this relationship by means of factors including one-to-one relationships, customised and personalised services, high standards of service quality, trust and understanding customers’ needs and wants. A detailed literature review was carried out to find the main influences of the hypotheses. To support the theoretical models and concepts, the practical experience of a local telecommunications organisation, GO plc, was taken into account. A quantitative approach was chosen and survey instruments were designed for the collection of data through a self-administered questionnaire. The instrument tested the reliability and validity, after which the analysis and results of the data was presented. The findings show a distinctive result in the relationship between the service quality dimensions and customer satisfaction. The findings also evaluated that customer satisfaction is positively linked with customer loyalty, customer relationships and trust. The results revealed that in order to satisfy customers, the organisation needs to improve on the service dimensions of service quality were employees should be more knowledgeable so as to be able to deliver the required standards. Moreover, it is recommended that enhancing the service quality standards, will increase positive customer experiences, improve trust and increase customer satisfaction levels. This contributes in building long-term customer relationships, consequently leading to customer loyalty and profitable growth.