Investigating the impact of mobile telecom service characteristics on consumer satisfaction in Uganda

The Servqual literature has been afloat in academics not until when there was need for a contextual study to be carried out. The need for a contextual study is to address country specific phenomenon's that have not been addressed by various studies in academia. Telecom companies have been in existence for a long-time enabling people to communicate even within different geographical locations. However, there has been a wide swing in the development and within subscription numbers in this sector because of some reasons. Given that this study is driven towards the context of Uganda, it is evident that there have been many telecom companies entering and leaving the country. Customer satisfaction is one of the odds that have placed these companies on the wall forcing many to either improve or rather prepare for an exit. For such reasons, the objective of this study is to analyse current practices and research regarding consumer buying behaviour, and to find out whether customers of mobile telecom services in Uganda are satisfied using Servqual model as an assessment tool. The study used quantitative survey with a sample of 511 respondents from Uganda. Data of this study was collected using an online survey method and analysed with SPSS version 21. Data was then empirically tested using regression modelling technique to test the model. The results from the analysis suggest that Servqual model positively influences customer satisfaction within the context of urban Uganda. The study also suggests that reliability, responsiveness, and empathy are highly ranked by those living in urban Uganda.