TABLE OF CONTENTS
DECLARATION ii
APPROVAL
ACKNOWLEDGEMENTS iv
ABSTRACT
TABLE OF CONTENTS vi
CHAPTER ONE 1
THE PROBLEM AND ITS SCOPE 1
1.1 Background to the study 1
1.2 Statement of the problem 3
1.3 Purpose of the study 4
1.4 Research objectives 4
1.6 Scope of the study 5
1.6.1 Geographical scope
1.6.2 Theoretical scope
1.6.3 Content scope
1.6.4 Time scope 5
1.7 Significance of the study 6
CHAPTER TWO 7
LITERATURE REVIEW 7
2.1 Introduction 7
2.2 Definition of service 7
2.2.1 Service quality 7
2.3 Perception of Service Quality 9
2.4 Customer Expectations
2.SCustomer Satisfaction 10
2.7.lCriticism of SERVQUAL 15
2.8 Conceptual Framework 16
CHAPTER THREE 18
METHODOLOGY 18
3.1 Introduction 18
3.2 Research Design 18
3.3 Research Population 18
3.4 Sample Size 18
3.5 Sampling Procedure 19
vi
3.6 Data collection methods
3.7 Questionnaire 19
3.8 Method of data analysis 20
3.9 Validity and Reliability of the Instrument 21
3.10 Data Gathering Procedures 22
3.llEthical consideration 22
3.12 Limitations to the Study 23
CHAPTER FOUR 24
DATA PRESENTATION, ANALYSIS AND INTERPRETATION 24
4.0 Introduction 24
4.1 Response Rate 24
4.2 Demographic characteristics of the respondents 24
4.3 Level of service quality 28
4.4 Level of customer satisfaction 31
4.5 Test for normality 32
4.6 Testing hypothesis 34
4.7 Pearson correlation Analysis 35
CHAPTER FIVE 37
CONCLUSIONS AND RECCOM M ENDATIONS 37
5.1 Introduction 37
5.2 Conclusions 37
5.3 Recommendations 38
5.4 Limitations of the study 38
5.5 Direction for further research 38
REFERENCE 40
APPENDIX I QUESTIONNAIRE 44
ABSTRACT The study sought to establish the relationship between service quality and customer satisfaction in Vodafone Uganda. Vodafone Uganda is one of the recognised telecommunication companies in Uganda. The study focused on examining this relationship by applying SERVQUAL model comprising five dimensions: Tangibility, reliability, responsiveness, assurance and empathy. The data collected from 91 questionnaires were analysed using statistical tools as mean, correlation and simple regression analysis and descriptive statistics was used as well which included frequencies, means, standard deviation and percentages, The study also indicated that service quality has a positive and significant relationship with customer satisfaction The study showed that Vodafone Uganda was trying to improve on the level of service quality demanded by customers though it was still unsatisfactory in regards to the customer expectations’. Therefore Vodafone needs to improve on all the dimensions of service quality with major emphasis on responsiveness in order to increase the level of customer satisfaction.
