Assessment of Challenges on Service Quality Delivery at Star Media Tanzania Limited: A Case of Arusha Branch, Tanzania

The service companies in Tanzania are facing increasing challenges to provide quality services to their customers especially in the pay TV service sectorand it was conducted at the Arusha Branch of Star Media Tanzania Limited (StarTimes). Customer satisfaction may establish the success or cause company’s poor performance. In order to be competitive in the pay TV industry, operators need to provide quality services to satisfy their customers and hence achieve high market share and financial returns. This study assessed the challenges faced by pay TV operators in Tanzania when striving to provide quality services to customers.The research design used for the study was descriptive case study. The stratification sampling approach was used to select customers who filled in questionnaires while purposive sampling was used to select StarTimes staff and customers who participated in interviews. Data collection was done through the use of observation, Questionnaire, interviews, and documentary reviews and data were analyzed using SPSS and Microsoft Excel.The study found that customers rated StarTimes’ services as generally not up to the expected satisfaction levels. The study further indicated that StarTimes is failing on the SERVQUAL model dimensions and highlighted that the company ignores the need to provide its services that meet service quality characteristics such as reliability, responsiveness, tangibility, empathy and assurance. The study recommends that paid television services providers have to improve performance on all the dimensions of service quality in order to increase customer satisfaction since consumers expect more than what they are offering. This will enable them maintain high level of competitiveness and achieve successful business performance.

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

The Open University Of Tanzania

Year dc:date.issued

2015

Author dc:creator

• Temaungi, Denis

• 658 Gerneral management

Language dc:language

en