Effect of Service Quality on Sustainable Competitive Advantage in the Mobile Telecommunications Industry in Nairobi County

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dc.contributor.author Njoroge, Kenneth Ngugi
dc.date.accessioned 2016-11-04T09:41:27Z
dc.date.available 2016-11-04T09:41:27Z
dc.date.issued 2016
dc.identifier.uri http://erepo.usiu.ac.ke/11732/2838
dc.description A Research Project Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirements for the Degree of Masters of Business Administration (MBA) en_US
dc.description.abstract This study sought to establish the effects of service quality on acquisition of a sustainable competitive advantage by mobile telecommunication companies in the Nairobi County of Kenya. Specifically, the study sought to investigate the effect of customer service and satisfaction on sustainable competitive advantage, and also the effect of network quality and network convenience on sustainable competitive advantage. The study was conducted in the month of July 2016 and included a total of 480 respondents selected from a sampling frame of 12,100,000 mobile subscribers in Nairobi County. The study embraced a descriptive research design using a cross sectional research approach. The population of the study was drawn from the mobile subscribers of the three mobile service providers in Kenya namely: Safaricom, Airtel and Telkom Kenya. Stratified random sampling technique was used to determine the sample size. Data for the study was collected using a questionnaire personally administered by the researcher with the help of several research assistants. SPSS was used to analyze data collected from which descriptive statistics and inferential statistics of regression analysis were obtained. The data was presented in the form of tables and figures. The study found that there was a strong positive relationship between service quality and sustainable competitive advantage. The study found that there was a significantly strong influence from all the three variables of the study on competitive advantage. Customer service and satisfaction was acquired through reduced costs, multiple products provision, high levels of customer support, effective employees who are knowledgeable and friendly to the employees and creating a sense of security, empathy and courtesy amongst the customers. The major factors influencing the acquisition of a sustainable competitive advantage through network quality were perceived network quality, perceived network security, ease of access and use of the network, low interruption rates, low levels of congestion, good speech quality and reliability of additional services such as mobile money. Finally, the study found that the third objective of convenience also positively contributed to sustainable competitive advantage and was mainly obtained from the ease of use of new products, ease of access and reduced waiting times for customer support, and additional convenient services such as mobile airtime on credit among other services. The study concludes that in order to gain competitive advantage in Nairobi County, MTSPs must enhance their service quality levels. Convenience was surprisingly found to have a lock in effect that a good number of customers would prefer to remain with a convenient operator even if there existed some dissatisfiers such as high service charges. It is quite plausible that key focus on service quality constructs explains the apparent dominance of one mobile provider in Nairobi County. Based on the finding of this study, it is recommended that MTSPs must continually invest in the key service quality constructs identified by this study namely customer service, network quality and convenience. This is because the mobile telecommunications industry is essentially a service industry and these factors serve as effective differentiators. Investment in service quality ensures a positive perception by customers and in the service industry perception is indeed reality! en_US
dc.publisher United States International University - Africa en_US
dc.subject Competitive Advantage en_US
dc.subject Mobile Telecommunications Industry en_US
dc.subject Nairobi County en_US
dc.title Effect of Service Quality on Sustainable Competitive Advantage in the Mobile Telecommunications Industry in Nairobi County en_US
dc.type Thesis en_US

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