SERVICE QUALITY AND CUSTOMER SATISFACTION EXPERIENCE AMONG SOUTH AFRICAN MOBILE TELECOMMUNICATIONS CONSUMERS

Mobile networks have become the most utilized pathway of communication but very little information is available on customers’ experiences with respect to service quality and satisfaction. Through a survey, data was gathered from 1451 participants to examine customers’ experiences of service quality and satisfaction. The study investigated whether service quality and customer satisfaction experiences were different in respect of the mobile network operator used by the customer. This study is cross sectional by design and quantitative in nature. A self-administered questionnaire was used to gather primary data from mobile network users. Descriptive and inferential statistics were used to analyze the data. For inferential statistics, the multivariate analysis of variance (MANOVA) was used. The results revealed that the mobile network operator used by the customer, had a significant impact on service quality and customer satisfaction levels. This study contributes academically by indicating how South African consumers perceive mobile network service providers. Furthermore, the study identifies shortcomings and areas of strengths of South African mobile network operators with regards to service quality and customer satisfaction.