Effect of Service Quality on Customer Trust: Exploratory study of Ethio-Telecom

ABSTRACT

The study investigated the relationship between service quality and customer trust in the case of the Ethiopian Ethio-telecom service industry. The methodology used in this work was experimental, based on the verification of hypotheses. This study aims at bringing the incidence of quality service on customer trust towards Ethio- telecom Service and the approach used was the quantitative approach. Our population was constituted of pre-paid Ethio- telecom subscribers and the sub population made up of students pre-paid Ethio-telecom subscribers in the University of Addis Ababa, Jimma, Hawassa, Haramaya and Oda Bultum University. As the source of data collection, we used primary and secondary sources. A total of 191 questionnaires were administered out of which 171 valid responses were obtained for the study. The findings from the study revealed that service quality variables such as Tangibles, Responsiveness, Reliability, Assurance, Empathy, and real network quality have a positive influence on customer trust. The study recommends that Ethio- telecom Services should Endeavour to improve the quality of telecom services offered to clients to achieve brand Trust.

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