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    Perceptions of service quality, customer satisfaction and customer loyalty in mobile telephony in South Africa
    (2011-11-14) Munsamy, Theesen
    The South African mobile telephony sector is reaching saturation and churn rates are extremely high. The market is becoming more competitive with the advent of fixed mobile convergence, disruptive technologies and deregulation of the sector. Faced with all these challenges operators need to identify ways to keep customers loyal while ensuring that subscribers continue to increase their spending. The purpose of this paper is to investigate the crucial factors that lead to customer loyalty in the South African mobile telephony sector, namely service quality and customer satisfaction. Furthermore the antecedents, mediating and consequent relationships of customer loyalty, service quality and customer satisfaction was also examined. Data was obtained from 168 mobile phone users from the three MNO’s (mobile network operators) using a survey compiled from existing literature. The survey was confined to the Gauteng province. The data was analysed using structural equation modelling in order to test the relationships between the constructs. The findings support the proposed hypotheses and are consistent with other literary studies. Pricing, value added services and customer support services are the most significant service quality dimensions influencing customer satisfaction. Customer satisfaction has a direct positive impact on customer loyalty. Customer satisfaction was found to be the mediator between service quality and customer loyalty
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    AN ASSESSMENT
    (2011-04-15) IFUGHE, CARLSON A.
    The objective of this research was to assess the quality of service delivered by MTN to its subscribers. The mobile telecommunications industry in South Africa is not sufficiently competitive and so mobile operators can afford to ignore the quality of services they provide to their subscribers while charging high rates. The contemporary SERVQUAL instrument was used for this study. It measured Zone-of- Tolerance between minimum, acceptable service and desired (or expected) levels of service and compared these levels to perceptions of actual service delivered. A convenience sample of 100 prepaid MTN subscribers was used in the study, as well as five MTN management staff. The results were analysed and then processed using factor analysis and K-Means clustering. This research shows that the provider and consumer of the service view service quality from the same perspective and that the provider has a very good understanding of the consumer expectations with respect to desired quality of service. “Dependability” (or reliability), “Assurance”, and “Responsiveness” are identified as the three most important underlying dimensions that impact on service quality. These findings emphasise the need for the service provider to continuously engage and interact with its subscribers/clients so that it is always aware of their changing desires and expectations regarding service quality.