Factors Affecting Customer Satisfaction on Broadband Internet Services of Ethio-telecom: The Case of Small and Medium Enterprise Customers in Hawassa City, Ethiopia
Year: 2025
Type: article
Abstract: In the era of information, the importance of communication is becoming crucial to carry out any activity in the world. However, the broadband internet service problem is an obstacle to FBBI subscribers’ of Ethio telecom on small and medium enterprise customers in Hawassa city. Hence, these overarching challenges prompted research with the objective of examining factors affecting customer satisfaction on broadband internet service of Ethio-telecom using data from small and medium enterprise customers in Hawassa city. In order to achieve this objective, both primary and secondary data were collected from 289 small and medium enterprise customers in Hawassa city using a simple random sampling technique. The researcher mainly uses a quantitative research approach with an explanatory research design. The data collected via questionnaire was analyzed using SPSS version 20 as a data analysis tool. The researcher used a multiple linear regression model to analyze factors affecting customer satisfaction. The result of the study indicated that the quality of service, bill payment, and maintenance has a statistically significant effect on small and medium enterprise customers’ satisfaction in Hawassa city at a 5% level of significance. Based on the findings of the study, the study suggests that broad band internet service providers should develop appropriate marketing strategies by taking into consideration of network quality (strong network coverage, infrequent call drops, minimum time required for dialing numbers, voice clarity), product diversity (increasing promotional offers and value-added services), and facilities for the customers (easy recharge facility, easy utility bills payments, higher speed in internet service, efficient customer care service).
DOI: 10.20372/nadre:19044
Author: FIKADU KEBEDE
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7082666705
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