EFFECT OF SERVICE QUALITY DIMENSIONS ON CUSTOMER SATISFACTION OF TELECOMMUNICATION COMPANIES IN FCT-ABUJA, NIGERIA

Abstract

The study examined the effect of service quality (tangibility and assurance) dimensions on customer satisfaction of telecommunication companies in FCT-Abuja. The study adopted a descriptive survey research design. The population used for the study comprised adult telecommunication users in FCT, Abuja. A sample of 481 adult telecommunication was between users and determined using Cochran's (1963) sample sizes formula and convenience sampling technique was used for this study. The study utilized adapted questionnaire as the instrument for data collection. The data collected for the study was analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) in determining the measurement, structural models and hypotheses testing through SmartPLS 3.0 software. The study found that tangibility has positive and significant effect on customer satisfaction, while assurance has negative and significant effect on customer satisfaction of telecommunication companies in FCT-Abuja. The study recommended that the management of telecommunication companies in FCT-Abuja, Nigeria should keep improving the tangibility of their services to their customers by way of intermittent modernization of their communication facilities and other equipment at their outlets, for easy availability of cards and recharge services to the users. It also recommended that the management of telecommunication companies in FCT-Abuja, Nigeria should ensure that their staff improve their politeness in attending and solving customers’ problems satisfactorily in order to cultivate confidence in customers.