The impact of customer service on customer satisfaction and the resultant behavioural intentions in the telecommunications industry in Uganda

Abstract

Providing high quality customer service that actually satisfies the needs of the customer and results in customer satisfaction is one of the biggest concerns of businesses today. Customer satisfaction determines the behavioural intentions of the customer hence the reason why companies are continuously reaching out to the customer with the aim of building strong relationships that will result in customer loyalty.

Managers of companies therefore should be conscious of the role played by quality customer service in building these strong relationships. By gaining such insights into customer perceptions and expectations managers will be in a position to offer products and services that meet customer demands.

This study was been based on the customer’s perspectives and their experiences with telecom providers in Kampala, Uganda. A quantitative approach and a questionnaire as data collection tool were used in the conduction of this study. The findings suggest that service quality plays a key role in customer satisfaction. In addition to this the findings also suggest that customer satisfaction plays a key role in determining customer loyalty and customer switching depending on the situation. The findings in this study are similar to those findings of studies done in other countries.