Drivers of customer satisfaction in the telecommunications industry of Zimbabwe: A mixed-methods study from Manicaland Province

Abstract

Customer service quality is still a major problem in Zimbabwe’s telecommunications sector. Customers often face network failures, slow responses to complaints, and poor communication with service providers. These problems reduce customer satisfaction. This study aimed to develop a framework to improve customer service in the sector. It focused on how network reliability, how quickly complaints are resolved, staff skills and empathy, and customer involvement in service improvement affect customer satisfaction. The study used data collected in Manicaland Province, Zimbabwe. A convergent parallel mixed-methods approach was used. Quantitative data were collected from a random sample of 220 customers, while qualitative data were collected from 13 purposively selected participants, including managers and frontline customer service staff. Data analysis was conducted using SPSS AMOS version 23 and thematic analysis. The results showed that network reliability had a strong and positive effect on customer satisfaction (𝛽 = 0.514, p-value < 0.001). Staff competence and empathy also had a significant positive effect on customer satisfaction (𝛽 = 0.336, p-value = 0.006), showing that skilled, respectful, and caring staff improve customers’ experiences. In contrast, complaint resolution efficiency did not have a significant effect on customer satisfaction (𝛽 = 0.039, p-value = 0.771). The analysis further showed that value co-creation partially mediated the relationship between network reliability and customer satisfaction, as well as between staff competence and customer satisfaction. The study concluded that customer satisfaction can be improved by upgrading network infrastructure, providing ongoing staff training, empowering frontline employees, and creating formal mechanisms for customer engagement. It also recommended that regulators such as the Postal and Telecommunications Regulatory Authority of Zimbabwe (POTRAZ) enforce service quality standards, and that policymakers support digital inclusion and innovation.