Analysis of Moderating Role of Customer Communication on the Relationship between Service Quality and Customer Satisfaction: Evidence from Kenya's Mobile Phones Sector

Abstract

The study examined the moderating effect of customer communication on the relationship between service quality and customer satisfaction in mobile phone firms in Kenya.  By utilizing, correlational survey design, the study focused on primary data collected from Kenya's mobile phone sectors by targeting 384 sample respondents out of the possible 32.7 million mobile phone subscribers. Specifically, one null hypothesis was formulated and tested. Pre-validated questionnaires were used to collected data. Moderated regression analysis was used to address specific objective on the moderating effect customer communication on the relationship between quality and satisfaction separately as well as test the corresponding hypothesis. The study revealed that relationship between service quality and customer satisfaction was positively moderated by customer communication. The study concludes that customer communication strategies as was practiced by mobile phone firms improve the satisfaction levels through its interactive effect. Thus, it is recommended that Firms in mobile phone sector should consider integrating all customer communications efforts to achieve common purpose of enhancing customer satisfaction.