The Effect of Service Quality On Customer Satisfaction A Case Study in Vodafone Uganda

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