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Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda
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CitationManyaga, F. ve Hacıoğlu, Ü. (2021). Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda. International Journal of Research in Business and Social Science, 10(6), 19-33.
This paper aims to examine the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda, using a Servqual model. The association between customer satisfaction level and service quality characteristics has been tested with a regression analysis. In this study, assurance as a Servqualdimension has been substituted with tariffs to exhibit its effect on customers’ satisfaction levels. Findings verified that some of the Servqual dimensions including reliability, empathy, and responsiveness have been positively affecting the customer satisfaction level in the Ugandan context. The study also demonstrated that the prices of products and services of telecom companies were not the major concerns for telecom consumers in Uganda. The study, finally, provides some practical guidelines to managersof telecom companies as well as hinting out which Servqual dimensions are valued most by customers in Uganda.