The contribution of customer service to service quality in the Telecommunication industry in Uganda: A case if MTN Uganda

Abstract

The purpose of this study was to examine the contribution of customer service to service quality in the telecommunication industry in Uganda with a case study of MTN Uganda. The specific objectives were; to examine the contribution of accessibility to service quality at MTN, to find out how professionalism contributes to service quality at MTN and to examine the extent to which products and services offered contribute to service quality at MTN Uganda. The respondents included MTN staff, customers, dealers and sub dealers and with relevant characteristics such as age, sex, education were considered. The research design was a case study design, which was cross sectional in nature. The study population included and were selected using various sampling techniques. The researcher used triangulation method for data collection. The study had a population of over 5, 000,000 from which a sample of 400 was selected. Data analysis was done by use of SPSS, a computer package. The findings revealed that; in order to access the call centre one had to dial five or more times, implying that the call centre is inaccessible. The respondents agreed that channels of distribution were accessible. The findings also revealed that staff had the required skills and knowledge to perform their duties implying that professionalism contributes to service quality at MTN Uganda. The findings further revealed that MTN offers a variety of products and services to its customers, implying that products and services offered contribute to service quality at MTN Uganda. The conclusions in the study were supportive of the hypothesis tested. Recommendations adopted from the study results were provided in the study and these include; MTN should develop other avenues for accessing the call centre like use of mobile call centers, other channels of distribution of MTN products were recommended in addition to the existing ones. MTN should carry out continuous training in order to improve the social and interactive skills of staff. Products and services have to be tested before they are lunched.