Predictors of Customers Satisfaction Towards After Sales Service: A Study on Ethio Telecom Tana Cell Phone Handsets in Areka Town

Abstract

The present world is digitally related. Social, economic, educational, technological, trade, political environment etc. has been changing on a rapid speed. The developing economy has brought a dynamic change in the lifestyle. People are not only concerned with the facility but they are more interested in the facility features.Ethiopia is also a fast developing economy. However, there is a monopoly of Ethio-Telecom in telecom sector; still tomorrow a challenging competition is likely to take place because of emerging privatisation. So, there is a need for the study of consumer satisfaction towards after sales service because market is after all consumer oriented.A study is planned to study the predictors of customer satisfaction towards after sales service on Ethio-Telecom handsets. The study aims at finding out the significant predictors of after sales satisfaction towards Ethio-Telecom Handsets in Areka town with the help of multivariate techniques. The study is expected to contribute to the policy makers of Ethio-Telecom handsets while developing strategies for after sales service. .  The study was guided by Six Variables (service quality, availability of spare part, service personnel skill, working hour of service center, service center response and delay in service time). The study employed causal research design. The target population was end users of Tana cellphone apparatus who purchased from ethio telecom Areka shop. A Questionnaire was the main data collection instruments. The study employs quantitative analysis techniques by the help of casual research design. Based on the research finding the six variables were tested by using regression model and conclusion and recommendations are made based on the findings on the explanatory variables.

Keywords: Predictors of Customer satisfaction and after sale service