Service quality and customer satisfaction in the pay TV industry: A case study of Multichoice Zambia Limited
Zondiwe Anthea Musonda, Dr. William Phiri
The study aimed at assessing the effect of service quality of Multichoice on customer satisfaction. The target population constituted Multichoice Customers, Managers, and agents offering Service to customers on behalf of Multichoice. The study used a case study design adopting a mixed research in order to gain deep insights and better understanding of the subject under investigation. Questionnaires and structured interviews were used to collect both qualitative and quantitative data. Quantitative data was analysed using Excel and Statistical Package for Social Sciences (SPSS) in order to generate frequencies and graphs for easy interpretation and analysis of data, while content analysis was used to analyse qualitative data. The findings of the study revealed that service quality positively correlated (r = 0.589) with customer satisfaction. The findings further revealed customer satisfaction with the facilities, service delivery, and number of channels on their packages, convenience and the variety of customer service support platforms available. However, despite indicating satisfaction with the above quality of services, the participants scored Pricing of content, Reliability and not showing latest contents lowly. Following the research findings, the following recommendations were developed: 1.Multichoice management should set-up quality assurance on 3rd party vendors and suppliers to improve reliability of the overall service quality.2. Multichoice should put in place a service quality model that will guide the continuous monitoring service quality offered. 3. Multichoice management should put in place continuous improvement plans in order to continuously monitor the performance of operating systems.