Service Quality and Customer Satisfaction of Ethio Telecom's Call Center

This research deals with the effect of service quality on customer satisfaction of ethio telecom call center service. The objectives of the research were to examine the quality of service provided by Ethio Telecom's call center and its effect on customer satisfaction by SERVPERV model. A deductive research approach was used to execute the study. Data was gathered using the questionnaire from 358 respondents (customer of call center service of ET) who were selected using the stratified random sampling technique. The data collected from the questionnaire were analyzed using statistical tools such as mean, correlation, and logistic regression analysis. The findings of the study revealed that, all the service quality dimensions (reliability, responsiveness, empathy and assurance) have positive and significant relationship with customer satisfaction. Also the finding of this study indicates that customers were most satisfied with the assurance dimensions of service quality followed by responsiveness. Accordingly from the regression result it is observed that all service quality dimensions have positive and significant effect on customer satisfaction. Furthermore, 22.7% of the variations in customer satisfaction explained by service quality dimensions in ethio telecom call center service. Based on the findings of the study, the researcher forwarded some recommendations to the call center management.