Assessment of Challenges on Service Quality Delivery at Star Media Tanzania Limited: A Case of Arusha Branch, Tanzania
Year: 2015
Type: dissertation
Abstract: The service companies in Tanzania are facing increasing challenges to provide \nquality services to their customers especially in the pay TV service sectorand it was \nconducted at the Arusha Branch of Star Media Tanzania Limited (StarTimes). \nCustomer satisfaction may establish the success or cause company’s poor \nperformance. In order to be competitive in the pay TV industry, operators need to \nprovide quality services to satisfy their customers and hence achieve high market \nshare and financial returns. This study assessed the challenges faced by pay TV \noperators in Tanzania when striving to provide quality services to customers.The \nresearch design used for the study was descriptive case study. The stratification \nsampling approach was used to select customers who filled in questionnaires while \npurposive sampling was used to select StarTimes staff and customers who \nparticipated in interviews. Data collection was done through the use of observation, \nQuestionnaire, interviews, and documentary reviews and data were analyzed using \nSPSS and Microsoft Excel.The study found that customers rated StarTimes’ services \nas generally not up to the expected satisfaction levels. The study further indicated \nthat StarTimes is failing on the SERVQUAL model dimensions and highlighted that \nthe company ignores the need to provide its services that meet service quality \ncharacteristics such as reliability, responsiveness, tangibility, empathy and assurance. \nThe study recommends that paid television services providers have to improve \nperformance on all the dimensions of service quality in order to increase customer \nsatisfaction since consumers expect more than what they are offering. This will \nenable them maintain high level of competitiveness and achieve successful business \nperformance.
Author: Denis Temaungi
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2518063465