The Influence of Customer Care Services on Customer Satisfaction A Case of Vodacom Company in Dar Es Salaam

Abstract

The purpose of the study was to determine the influence of customer care services on customer satisfaction at the Vodacom Company in Dar es Salaam. To achieve its objective, the researcher determined the influence of customer loyalty towards meeting customers' needs at Vodacom Company, assessed Vodacom Company’s level of trust in customer satisfaction, and determined the level of customer value on customer satisfaction at Vodacom. The research used a case study research design, which combines qualitative and quantitative designs. The sample size of the research was 50, whereby 35 samples were customers and 15 were operational staff from Vodacom Company Dar Es Salaam. Data was collected through questionnaires and interviews, respectively, of both customers and employees of Vodacom Company in Dar es Salaam. The data collected was then coded, analysed, interpreted, and presented in the form of tables, charts, and graphs and multiple regression analysis. The findings of this study revealed that more than 85% of the respondents had responded positively to the influence of service provider loyalty towards meeting customers' needs at Vodacom Company. This implied that respondents agreed that service provider loyalty influences or facilitates the meeting of customers' needs at Vodacom Company, and that there is a positive effect and customer satisfaction is positively influenced. The findings further reveal that out of 50 respondents, 90% of the respondents, equal to 45 respondents, had agreed that the additional numbers of customers are obtained by the high level of trust towards customer needs. Conclusively, it was revealed that about 89% of the respondents in this study had positively responded to the level of customer value towards meeting customers' needs at Vodacom Company. This implied that the level of customer value studied in this study had a positive effect on customer needs at Vodacom Company. Finally, the study recommended that management consult with customers when developing customer service policies to ensure that a wide range of customer complaints and areas of interest are taken into account. Creativity should be encouraged so that employees' broad experience can be used to design policies pertaining to customer care services. Market research can help with emphasis on market research, understanding of customer needs and expectations, and service quality management plans.