International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064


Downloads: 130

Research Paper | Management | Kenya | Volume 5 Issue 5, May 2016


Effects of Customer Service Strategies on Customer Satisfaction of Firms in the Telecommunication Sector in Kenya

Nganga Ruth Wanjiku | Dr. Kepha Ombui [3] | Dr. Mike Iravo [5]


Abstract: The main aim of the study was to examine the effects of customer service strategies on customer satisfaction of firms in the Telecommunication sector. In order to capture the required information, the study was guided by four specific objectives, to determine the effect of service quality strategies on customer satisfaction of firms in the telecommunication sector, to establish the extent to which pricing strategies influence customer satisfaction of firms in the telecommunication sector, to assess the effect of brand image strategies on customer satisfaction of firms in the telecommunication sector and to determine the effects of service recovery strategies on customer satisfaction of firms in the telecommunication sector. The study reviewed several theories of satisfaction as possible avenues towards a framework of understanding what satisfies customers. The study also conducted an empirical literature review in order to establish a link with similar past studies. The study adopted a descriptive survey design utilizing both primary and secondary data. Structured and unstructured questionnaires were used to collect primary data which were administered as the customers queued in the customer service centers while secondary data was collected through document review. Data analysis was carried out using qualitative and quantitative techniques with the aid of SPSS while the main method of data presentation was frequency distribution, tables, pie charts and bar graphs. The study found that there is a significant relationship between customer service strategies and customer satisfaction. The study concluded that customer service played a big role in influencing customer satisfaction and given a choice customers showed preference for fair and justified pricing, better quality of services, prompt and effective service recovery and were more likely to subscribe to a service provider with a good brand image. The study recommends that management of telecommunication firms should ensure proper and fair pricing, avoid unfavorable price alterations and anticipate customers potential feelings on price. On service quality, management should deliver quality, reliable and uninterrupted services. Management should focus on quick service recovery and communicate promptly on forthcoming interruptions. Telecommunication managers must also make a concerted effort to develop a distinct brand image or brand identity that resonates with customers but also clearly distinguishes that brand from its competitors to ensure satisfaction. Finally the research study recommends that a future study similar to this should be carried out in other areas and counties and findings be compared to help telecommunication managers and other managers in the service industry find concrete solutions to poor customer satisfaction in Kenya.


Keywords: customer satisfaction, pricing, service quality, service recovery, brand image


Edition: Volume 5 Issue 5, May 2016,


Pages: 1625 - 1631


How to Download this Article?

You Need to Register Your Email Address Before You Can Download the Article PDF


How to Cite this Article?

Nganga Ruth Wanjiku, Dr. Kepha Ombui, Dr. Mike Iravo, "Effects of Customer Service Strategies on Customer Satisfaction of Firms in the Telecommunication Sector in Kenya", International Journal of Science and Research (IJSR), Volume 5 Issue 5, May 2016, pp. 1625-1631, https://www.ijsr.net/get_abstract.php?paper_id=3051602

Similar Articles with Keyword 'customer satisfaction'

Downloads: 0

Research Paper, Management, India, Volume 11 Issue 5, May 2022

Pages: 833 - 834

A Study of Customer Satisfaction on Telecom

Murali Krishna [8] | Dr. Princy Soms

Share this Article

Downloads: 1 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1

Masters Thesis, Management, Indonesia, Volume 12 Issue 8, August 2023

Pages: 190 - 193

Exploring the Interplay of Product Quality and Employee Competence on Customer Satisfaction: A Case Study of BNI Taplus

Nyonky Indrajaya Loukameng | G. M. Djoko Hanantijo [7]

Share this Article
Top