Service Quality Attributes and Consumer Choice of Network Service Provider Industry in Kiambu County, Kenya
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Date
2023-11
Authors
Kariuki, Mugo
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The business environments in which organizations function provide a challenging context as as a consequence of the numerous factors that businesses must contend with in an intricate and unforeseeable dynamic setting, ranging from technological development, development and exploitation of expertise, vigorous consumer preference shifts, globalization, and rapid spread of new technologies. Poor services are characterized by the need to enhance performance since service providers fail to adapt to the demands and preferences of their clients. The service providers must find new sources of proficiencies; manage them to enhance service efficiency that satisfies consumers’ needs and preferences. This requires a clear understanding of the nature on key competencies that make growth possible and enables competitive advantage. The researcher‘s objective was to investigate service quality attributes on consumers' choice in Kiambu County, Kenya's network service provider industry. The research focused on the following research objectives: how assurance, empathy, reliability, and responsiveness affect consumer choice. The study will employ a descriptive research design since it minimizes biases. The study focused on 120 shopkeepers using the Kiambu County network service. The research study used 30% of the target population thus the sample size was 36 respondents. Data collected was analyzed by SPSS version 23. There was no significant correlation between the independent variables, p > .05. Also, the relationship between the independent and dependent variables was not statistically significant at a .05 significance level, as the p values were greater than. 05. Therefore, the reliability, assurance, empathy, and responsiveness did not affect consumer choice in network provider selection.
Description
Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfillment of the Requirements for the Award of a Master’s Degree in Business Administration, Strategic Management Option of Kenyatta University, November 2023.
Keywords
Service, Quality, Attributes, Consumer, Choice, Network Service Provider, Industry, Kiambu County, Kenya