Are all customers really the same? Comparing service quality and satisfaction between residential and business telecommunications customers
Orientation: The study focused on the moderating role of the type of customer on the relationship between service quality and customer satisfaction. Research purpose: The study sought to examine differences in the relationship between service quality and customer satisfaction because of the type of...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2016-06-01
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| Series: | Acta Commercii |
| Subjects: | |
| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/348 |
| Summary: | Orientation: The study focused on the moderating role of the type of customer on the relationship between service quality and customer satisfaction.
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. |
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| ISSN: | 2413-1903 1684-1999 |