An Empirical Examination of the Overall Customer Satisfaction with the Service Delivery of Mobile Network Operators in South Africa

Abstract

This study examines the overall customer satisfaction (OCS) with the service delivery of mobile network operators (MNOs) in South Africa. The study adopted a quantitative method and followed a survey research design involving 2013 cell phone users located across various South African metropolitan cities. These cell phone users were conveniently sampled by means of structured questionnaires and the data collected were analysed using Stata, the Statistical Software Package. The findings from the Minnesota Customer-Satisfaction Index (MnCSI) reveal that there is a high level of customer satisfaction regarding the services received from MNOs. Despite the high rate of OCS, an alarming proportion of dissatisfied customers was also found. Such a proportion of customer dissatisfaction needs to be investigated and appropriate improvement measures are urgently needed. The study found a significant difference in perception regarding OCS, with respect to monthly income and according to the metropolitan cities in South Africa. On the other hand, no significant difference in perception was observed on the OCS in terms of gender and occupation. The study extends the current literature on customer satisfaction globally and in South Africa and provides some managerial implications.

The relationship between service quality and customer satisfaction in the South African mobile network telecommunications industry

“…There is also extensive evidence in empirical literature that a positive and significant relationship does exist between service quality and customer satisfaction (Deng, 2010;Gao et al, 2015). Mpwanya (2019) investigated the overall level of customer satisfaction with service delivery of mobile network operators in South Africa making use of the Minnesota Customer Satisfaction Index and overall satisfaction measures. Mpwanya (2019) found that South African customers were highly satisfied with the service they were receiving from their mobile network operators.…”

“…Mpwanya (2019) investigated the overall level of customer satisfaction with service delivery of mobile network operators in South Africa making use of the Minnesota Customer Satisfaction Index and overall satisfaction measures. Mpwanya (2019) found that South African customers were highly satisfied with the service they were receiving from their mobile network operators. Mpwanya (2019) further reported that the ratio of customers dissatisfied with the service they were receiving from mobile network operators was also high and this had a negative influence on the reputation of mobile network operators.…”

“…By focusing on this wider aspect, the study makes an assumption that service quality is a two-way effort, whereby both the service provider (the firm) and the employees make a combined or team effort to provide superior service delivery in a bid to satisfy customers. This study further differs in approach from that of Mpwanya (2019) who in measuring overall customer satisfaction made use of the Minnesota Customer Satisfaction Index with the score from 0 to 100. In this study a subdivided six item measured on a 7-point Likert scale is used as a tool to gather primary data relating to customer satisfaction.…”

“…By focusing on online customer postings, reviews and ratings on service providers, customers have enough information to conclude who they are likely to make a purchase from and this could dampen future growth prospects of the entire sector. Few empirical studies in South Africa have examined the link between service quality and customer satisfaction (see, Roberts-Lombard & Petzer, 2018;Mpwanya, 2019).…”

“…Given mixed results in empirical studies, this study makes use of the SERVQUAL tool in an attempt to identify the predictors of customer satisfaction in South Africa's mobile network telecommunications sector. Mpwanya (2019) praised the exponential growth of the sector but lamented the death of South African literature focusing on customer satisfaction in this sector. Measurement of customer satisfaction should be a permanent and ongoing activity especially in the sectors that play a critical role in improving the living standards of citizens such as the mobile network telecommunications sector.…”