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Article Published In Vol.4 (July-Aug-2016)

An Analysis of Customer Satisfaction with Service Delivery of Botswana Telecommunications Corporation (BTC) Mobile Network: A Case Study in Francistown

Author : Dr. B.Natarajan, Petrina Daniels, Stegi Shine and Syed Rizwan

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This paper is intended to “Analyze Customer Satisfaction with service delivery of Botswana Telecommunications Corporation (BTC) Mobile Network”, with specific reference to Francistown. This was prompted by the fact that currently, not much study has been done regarding the measurement of customer satisfaction on the delivery of BTC’s Mobile Telecommunication Network service in Botswana. Customer satisfaction has become a fundamental marketing concept in the last three decades. This research is centered to those respondents who are using the beMobile services of BTC. For this study a sample of 20 beMobile employees and 80 customers stationed in Francistown who use the beMobile services were used in random. Thus 100 respondents are identified for this research study. Their opinions were collected through a structured questionnaire. The data were tabulated, percentage analysis made and graphical illustration made. The research results indicate that 75% of beMobile clients were very much satisfied, 25% expressed satisfaction while none expressed any form of dissatisfaction. This shows that customer satisfaction with service delivery of Botswana Telecommunications Corporation (BTC) mobile network is generally satisfactory but still need improvement. The study recommends that beMobile expands its network coverage in rural areas, introduction of SIM-card replacement while retaining original cell phone number, introduction of services like Khumo points where the subscriber recharges with a prescribed amount and gets not only free calls on weekends and public holidays, but also free airtime that can be used any time including weekdays. BeMobile should also reduce the time taken by its staff when attending customers at counters. Therefore this study aims to shed light on the current experiences faced by both staff and customers using the beMobile service by BTC.

Keywords: Customer satisfaction, Service delivery

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