Original Research
Are all customers really the same? Comparing service quality and satisfaction between residential and business telecommunications customers
Submitted: 21 September 2015 | Published: 10 June 2016
About the author(s)
Charles Makanyeza, Department of Marketing, School of Entrepreneurship & Business Sciences, Chinhoyi University of Technology, ZimbabweDarlington Mumiriki, TelOne, Harare, Zimbabwe
Abstract
Research purpose: The study sought to examine differences in the relationship between service quality and customer satisfaction because of the type of customer.
Motivation for the study: Previous studies have not examined the relationship between service quality and customer satisfaction between residential and business customers.
Research design, approach and method: The study used a cross-section of 203 customers (108 residential and 95 business) in the fixed-line telecommunications sector in Zimbabwe. Moderated regression analysis was performed to test the research hypotheses.
Main findings: It was established that the customer category (residential versus business) does not moderate the effect of service quality on customer satisfaction. Practical/managerial implications are, generally, that it is not necessary to segment customers by customer category (residential versus business) when managing service quality to achieve customer satisfaction.
Contribution/value add: The main theoretical contribution of the study is the comparison of the effect of service quality on customer satisfaction between residential and business customers.
Keywords
Metrics
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Crossref Citations
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Acta Commercii vol: 22 issue: 1 year: 2022
doi: 10.4102/ac.v22i1.1028