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Determining how well a company and its major competitors are succeeding in satisfying these xpectation and requirements.
F. Previous Research
1. Previous research conducted by
Gloria K.Q Agyapong in a international
journal of business and managment Vol. 6, No. 5; May 2011. Entitled “
The Effect of Service Quality on Customer Satisfaction ” The regression model showed that 63 R2 = 0.633 of the observed variability in total
customer satisfaction is explained by the total service quality variables. Further, the regression model shows how the individual service quality
variables affect customer satisfaction. The result indicates that all the service quality items; competence, service tangibility, , security,
communication and reliability are good predictors of customer satisfaction. The significance of the F-Statistics F-value = 130.0 indicates that there is
a relationship between the dependent variable CS and the six
independent variables service quality factors. In other words, since the observed significance level is less than 0.005, it indicates that the service
quality items are the main factors that affect customer satisfaction of Vodafone Ghana.
There is a positive relationship between service quality and customer satisfaction. Obtaining customer satisfaction depends to a large extent on
ensuring that the firm maintains high service quality standards. Puttingin place quality mechanisms has significant effect on the level of customer
satisfaction. The study documented that service quality is thedominant
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route to customer satisfaction. Indications of a successful brand building strategy are found when companies provide quality services relative to
other companies within the same industry. 2.
Previous research conduct to International Journal,by Asghar Afshar jahanshahi PhD, Scholar in Buiness Administration depertment of
commerce and research center university of Pune, india and Mohamed Ali Hajizadeh Gashti Department of management university teknologi
malaysia and their Result is :
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As significance sig. in, third hypothesis is less than 0.05 therefore, this hypothesis is approved. The following table shows result of
the analysis of variance ANOVA for hypotheses of study. ANOVA provides a statistical test of whether or not the means of several groups are
all equal, and therefore generalizes t-test to more than two groups. ANOVAs are helpful because they possess an advantage over a two-
sample t-test. Doing multiple two-sample t-tests would result in an increased chance of committing a type I error. For this reason, ANOVAs
are useful in comparing two, three or more means. According to statistical analysis in this section the results indicates
that customer service and product quality has been influential on customer satisfaction and also there is a positive relationship between customer
service and product quality with customer satisfaction and loyalty in the context of the Indian automotive industry.
3. According to Dayang Nailul Muanna, the main of that study were to
identify attributes that influence customer satisfaction, and determine their relationship with customer satisfaction The variable include in the research
are place ambience, service quality as independent variable and customer satisfaction as dependent variable. A survey questionnaire which
consisted of three parts to measure demographic factors, independent variable and dependent variable was constructed based on item determined
bay pass research. 149 respondents from one of the well known on hotel in Kuala Lumpur , malaysia were selected as a sample Psychometric tested
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was conducted to determine the reliability and validity of the questionnaire . From Finding there were a positive significant relationship between
placeambiance r.0,563, p: 0,000 and service quality P:0,544,p:0,000 with customer satisfaction.
The research conduct in Hong kong by kivela, inbakaran and recee 2002:189 analyzed customer satisfaction factors based on five
dimensions which are first and last impressions service excellence, ambiance excellence, food excellence and feeling comfortable eating there
and reservation and parking. the population was 600 employees which consist of the total number of sample 150. The type of sampling that was
used simple random sampling A croanbach alpha more than 0,63 indicated the variable Met the acceptable of reliability analysis. In terms of each
variable had factor of 0,50 indicating it met acceptable standard of variable analysis Kivela.J Recce J and inbakaran 2002:189.
4. Previous research conduct by Obasan, Kehinde A nad Soyebo yusuf A.
Department of Business Administration Olabisi Onabanjo university in Nigeria. In their Research “ This study revealed that promotion has a
significant effect
on marketing
management in
Nigerian telecommunication industry and its empirical findings were in line with
some of the previous work in this regards, Cuizon 2009 stated that sales promotions are not only effective in attaining shortterm sales as they are
also more cost-effective compared to other integrated marketing communications tools such as advertising. Moreover,the study of Ndubisi
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and Chew 2006 also supported that by offering the right promotional tools, it can help organizations carefully plan their promotionalstrategies
by giving preference to the more effective tools. It is vital because a specific marketing strategies decision assists the company to minimizecost
and maximize their profit. Hence, this study revealed that promotion is a good marketing tool for survival, sustenance and expansion of business in
theNigerian Telecommunication Industry.
G . Conceptual Of Thinking:
a. understanding customer satisfaction
Customer satisfaction itself is not easily defined. There are various kinds of insights given by experts, According to kotler 2008: 136,
customer satisfaction is a person’s feelings of pleasure or disappointment
that result from comparing a pr doct’s percieved performance or
outcomes to their expectations. according to Kotler also satisfaction is a state of feeling in which someone makes the comparison of the
performance of the products or services received and expected. The level of satisfaction is very subjective which measures the satisfaction of
consumers with other consumers will be different. This is caused by several factors such as age, occupation, income, education, gender, social
status, economic level, cultural, mental attitude and personality. So the level of satisfaction is a function of the difference between perceived
performance to expectations.
