THE EFFECT OF SERVICE QUALITY AND CUSTOMER SATISFACTION WITH BROADBAND INTERNET SERVICES OF ETHIO TELECOM

Abstract

The study focused on the assessment of service quality and customer satisfaction with broadband internet service users of Ethio Telecom. The primary objective of this study is to assess the overall satisfaction level key account customers with broadband internet service. The study was conducted on broadband internet users key account customers in Addis Ababa. The five SERVQUAL dimensions developed by Parasuraman et al (1988) and additional two dimensions specific to telecom sector (convenience and network quality) were used to assess the customer satisfaction. A sample of 265 respondents was selected using a stratified sampling method among which 191were collected. The finding shows that the majority (70.2%) of respondents were dissatisfied. The result of the study also indicated that network quality is the most important dimension which can influence the overall satisfaction of the customers. Generally, since the satisfaction level of key account customer broadband internet users is below average which 29.8% ET should work hard to improve its customer’s satisfaction. And Key account customers are demanding more on the network quality aspects of broadband internet service than the other service quality dimensions.