Accord University

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Diplomatic Power of international organizations

This Thesis Book is submitted as partial fulfillment of the requirements for the award of the Master

of Business Admiration from Accord University - Somalia.

Master of Business Administration

Supervisor:

Mrs. Felicitta lovino

Submitted by:

Ilyas Abdukadir Ali-Nur

May 2023

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 COPYRIGHT

ILYAS ABDUKADIR ALI-NUR , © 2022 -2023

All rights reserved. This research scheme may not be copied, replaced, recorded or conveyed by any

electronic or mechanical means without the permission of the copyright.

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 DECLARATION

I declare that this Master Degree thesis entitled “Development of Technology service and customer
satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia.
: was carried out by me for the Master of Business Administration and has not been presented for a

Degree or any other academic award in any university or Institution of learning”.

Name of Candidate

Name:…Ilyas Abdukadir Ali Nur Signature ……………………….

Date:…………/09/05/2023…………………..………....

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SUPERVISOR APPROVAL

“I hereby declare that i have read this project and in my opinion this project is sufficient in terms of scope
and quality for the award of the Master degree of Business Admiration of Accord University-Somalia”.

Supervisor Name:

Signature: ___

Date: ____/____/ _2023

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 DEDICATION

This dissertation thesis is dedicated to Accord University, Master of Business Administration..

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 ACKNOWLEDGEMENT

I am first thanking to Allah the almighty then we would like to take this opportunity to pay our gratitude

to few people who was closely associated with our dissertation throughout. Firstly we would like to

thanks Felicetta lovino. My supervisor, whose insightful comments and path direction has greatly

enhanced the value that I put in my dissertation which otherwise would have not been possible her

valuable words will surely be a great help in my professional life as well.

I also like to acknowledge the invaluable help that I received from our lectures during the past years,

which helped me My dissertation as well. I also would like to thank the Accord University.

Finally, I would like to acknowledge the encouragement and support of My parents (may Allah for give

them and reward them Janna) without which it would not be possible to be part of this reputed university.

It‟s truly just beyond dissertation. I grateful to them for every bit of contribution in helping us shape up

My dreams.

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 ABSTRACT

This study examines the linkages between Development of Technology service and customer satisfaction

, the aim of this study to investigate the Development of Technology service and customer satisfaction
in Selected Telecommunication Companies in Mogadishu, Somalia.

Development technology is essential Telecommunications infrastructure exerts any explanatory power as

to why some countries have managed to industrialize while others have failed to do so. But why would
telecommunications infrastructure have anything to do witn industrial development? Part of the
explanation is that telecommunication affects productivity by, for example, lowering the costs of
collecting information and search for services, i.e. the cost of doing business falls. In a way, one can say
thatincreased connectivity reduces the distance between economic actors.
The study was conducted through survey design, using questionnaire as instrument of the research to

collect data from 315 respondents who‟s selected purposively. It was conducted some companies

However, this population was very too large, and there is no correct statistical record for the number of

staffs so The target accessible population of this study pursues same of the like private works and

telecommunication department, urban plan department, and technology and network service department

as well as same expert scholars and beneficiaries which are involved to the matter of development

technology. The researcher selected those participants because they have relevant information and

experience

The data was analyzed using descriptive statistics through SPSS and Microsoft excels as data analysis

software and presented in tables and with conceptual interpretation.

A significant strong relationship was found between development technology and customer satisfaction.

The results showed that same expert scholars and beneficiaries which are involved to the matter of private

sectors. The idea of development technology can be an instrumental in achieving customer satisfaction.

List of Abbreviation

Cambodia Millennium Development Goals (CMDGs)

Gross Domestic Product (GDP)

Nuclear Suppliers Group (NSG).

Foreign Direct Investment (FDI),

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United Nations Centre for Human Settlements UNCHS

Nuclear Suppliers Group (NSG).

Foreign Direct Investment (FDI),

Table of Contents
Introduction....................................................................................................... Error! Bookmark not defined.

Background of the Study ................................................................................... Error! Bookmark not defined.

Historical Perspectives ....................................................................................... Error! Bookmark not defined.

Theoretical Perspectives..................................................................................... Error! Bookmark not defined.

Conceptual Perspectives ................................................................................... Error! Bookmark not defined.

Contextual Perspectives ..................................................................................... Error! Bookmark not defined.

Statement of the Problem .................................................................................. Error! Bookmark not defined.

Research Objectives ........................................................................................... Error! Bookmark not defined.

General ............................................................................................................... Error! Bookmark not defined.

Specific ............................................................................................................... Error! Bookmark not defined.

Research Questions ............................................................................................ Error! Bookmark not defined.

Null Hypothesis .................................................................................................. Error! Bookmark not defined.

Geographical Scope ........................................................................................... Error! Bookmark not defined.

Theoretical Scope............................................................................................... Error! Bookmark not defined.

Content Scope .................................................................................................... Error! Bookmark not defined.

Time Scope ......................................................................................................... Error! Bookmark not defined.

Significant of the Study ..................................................................................... Error! Bookmark not defined.

Operational Definition of Key Terms ............................................................... Error! Bookmark not defined.

CHAPTER TWO .............................................................................................. Error! Bookmark not defined.

LITERATURE REVIEW ................................................................................... Error! Bookmark not defined.

Introduction........................................................................................................ Error! Bookmark not defined.

Theoretical Review ............................................................................................ Error! Bookmark not defined.

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Conceptual Framework ..................................................................................... Error! Bookmark not defined.

Related Literature ............................................................................................. Error! Bookmark not defined.

CHAPTER THREE ........................................................................................... Error! Bookmark not defined.

METHODOLOGY ............................................................................................. Error! Bookmark not defined.

Introduction ........................................................................................................ Error! Bookmark not defined.

Research Design ................................................................................................. Error! Bookmark not defined.

Research Population .......................................................................................... Error! Bookmark not defined.

Sample Size ........................................................................................................ Error! Bookmark not defined.

Sampling Procedures ........................................................................................ Error! Bookmark not defined.

Research Instruments ......................................................................................... Error! Bookmark not defined.

Validity and Reliability of the Instruments ................................................... Error! Bookmark not defined.

Validity of the Instruments ................................................................................ Error! Bookmark not defined.

Reliability of the Instruments............................................................................ Error! Bookmark not defined.

Data Gathering Procedures .............................................................................. Error! Bookmark not defined.

Before the administration of the questionnaires ............................................. Error! Bookmark not defined.

During the administration of the questionnaires ............................................... Error! Bookmark not defined.

Data Analysis .................................................................................................... Error! Bookmark not defined.

Ethical Considerations ...................................................................................... Error! Bookmark not defined.

Limitations of the Study ....................................................................................... Error! Bookmark not defined.

CHAPTER FOUR ............................................................................................ Error! Bookmark not defined.

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA .. Error! Bookmark not defined.

Introduction ........................................................................................................ Error! Bookmark not defined.

Level Development of Technology Service in Selected TelecommunicationCompanies in Mogadishu, SomaliaError! B

Table 4.2: Level of Development of Technology Service in SelectedTelecommunication Companies in

Mogadishu, Somalia .................................................................................... Error! Bookmark not defined.

Mean Range response interpretation...... Error! Bookmark not defined.

Level of Customer Satisfaction in Selected Telecommunication Companies in Mogadishu, SomaliaError! B

Table 4.3: Level of Customer Satisfaction in Selected TelecommunicationCompanies in Mogadishu, SomaliaError! Bo

Mean Range Response interpretation ....................... Error! Bookmark not defined.

Relationship between Development of Technology service and customer satisfaction in Selected

Telecommunication Companies in Mogadishu, Somalia ....................................... Error! Bookmark not defined.
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CHAPTER FIVE.............................................................................................. Error! Bookmark not defined.

DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS ........... Error! Bookmark not defined.

5.0 Introduction ................................................................................................ Error! Bookmark not defined.

5,1 Findings ........................................................................................................ Error! Bookmark not defined.

Level Development of Technology Service in Selected Telecommunication Companies in Mogadishu,

Somalia .............................................................................................................. Error! Bookmark not defined.

Level of Customer Satisfaction in Selected Telecommunication .................. Error! Bookmark not defined.

Companies in Mogadishu, Somalia ................................................................ Error! Bookmark not defined.

Relationship between Development of Technology service and customer satisfaction in Selected

Telecommunication Companies in Mogadishu, Somalia ................................ Error! Bookmark not defined.

Conclusions ........................................................................................................ Error! Bookmark not defined.

Strength .............................................................................................................. Error! Bookmark not defined.

Weaknesses ......................................................................................................... Error! Bookmark not defined.

Testing Hypothesis ............................................................................................ Error! Bookmark not defined.

Recommendations ............................................................................................. Error! Bookmark not defined.

Areas for Further Study .................................................................................. Error! Bookmark not defined.

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 CHAPTER ONE

INTRODUCTION

1.0 Introduction
This chapter contains the background, problem statement, purpose and objectives of the study, research
questions, hypotheses, scope and significance of the study.

1.1 Background of the Study

1.1.1 Historical Perspectives
The history of data storing, manipulation retrieving, and communication information has a long history
that goes as far as 3000 BC since the Sulrerians in Mesopotamia when they developed writing. However, the
term “I information Technology” in its modern since first appeared in 1958 article published in the Harvard
Business Review (Chandler 1970). Modern Information Technology finds its first root in Western Europe
and North America. The evolution in Technology disregarded the use of clip board files and huge book‹
storage areas that sometimes led to loosing important information. The use of Information Technology first
spread to public universities in Europe with a firm foundation in Harvard d University. The model of
modern ICT was mainly used in specious public places mainly at Air Ports and Shipping Landing sites and
weather centers. The generations proceeding European and American innovations have transcended the
world in to a fully-fledged modern computerized societies that almost depend on technology to manage and
stores records for both formal and informal societies.

According to International Organization for Standardization (ISO, 2001) Records management, or RM, is
the practice of maintaining the records of an organization.

from the time they are created up to their eventual disposal. This may include classifying, storing, securing,
and destruction (or in some cases, archival preservation) of records. Various acts, regulations and licenses
require an organization to retain certain records for a number of years. For certain Industries,
e.g. Health, Insurance, Banking and Mining industry there are even wore legislation dealing with records
management. More and more companies are using technologies such as email or Instant messaging to
manage documents, but most of them neglect to realize that the same legislation applicable to paper
documents are also applicable when dealing with electronic documents.

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 Development of Technology Service in Telecommunication Companies has grown to a wide scope with a
number of new inventions and discoveries. the technological development has been brought up by
number of factors, which includes numerous opportunities for innovation and inventions. This has
lead to new products that can compete with goods fi om various other countries. This technical
boom is helping industries to make improvements in their already existing establishment (Poretla and
Thanassotilis, 2005).

The upgrading technology has helped industrialists to improve the quality of goods by making small
changes in product design with progressive reduction in size alid weight of the products. The technology
growth has improved country economy waking it one of the leading countries in world for exporting and
importing goods (Fisher, 2001).The Development of technology service in African countries ate actively
involved in the establishment of telecommunication services, it has also helped to provide opportunities to
its people by giving employment, growth and stability. This technical growth can also be seen in the field
of education also. Now all universities have well established computerized classrooms, students can learn
about all real time technologies. They can also contribute to the growth of country by making some research
on issues related todevelopment of society and counti y (Duncan and Elliot, 2002; Kish, 2000).

1.1.2 Theoretical Perspectives

Many theoretical perspectives have been applied to explain customer satisfaction. The most prominent
paradigm is "expectancy dis confirmation paradigm" from social psychology. That paradigm holds that
consumers form expectation of products or services p1„ior to their purchase. These expectations are then
either confirmed or dis confirmed after the product or service is purchased or used (Sclinaars, 1991). In
businesses where the underlying products have become commodity-like, quality of service depends
heavily on the quality of its personnel. This is well documented in customer satisfaction theory by Leeds
(1992), who documented that approximately 40 percent of customers switched telecommunications
because of what they considered to be poor service. Leeds further argued that nearly thi ee- quarters of the
telecommunication customers mentioned teller courtesy as a prime consideration in choosing a
telecommunication. The study also showed that increased use of service quality/sales and professional
behaviors (such as formal greetings) improved customer satisfaction and reduced customer attrition. Indeed,
customer satisfaction has for many years been perceived as they in detenvining why customers leave or
stay with an organization. Organizations need to know how to keep their customers, even if they appear
to be satisfied.

1.1.3 Conceptual Perspectives

Development of technology service are professional services designed to facilitate the use of technology
by enterprises and end of users. Development of technology service refers to any advanced system
through which human beings interact with electronic or mechanical devices.

Customer satisfaction is a post-purchase evaluation of a service offering (Bolton and Drew, 1991). A

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 traditional definition of customer satisfaction followed the dis confirmation paradigm of consumer
satisfaction/dissatisfaction (CS/D), suggesting that CS/D is the result of interaction between the consumer‟s
pre- purchase expectations and post purchase evaluation (Cadotte, 1987). Anton (1996), gave a more
current approach. He defined customer satisfaction as a state of mind in which the customer‟s needs, wants,
and expectations throughout the product of service life haven been met or exceeded, resulting in future
repurchase and loyalty. Some researchers support the idea that satisfaction can be measured from a
perspective of performance evaluations, making the inclusion of the dis confirmation process needless.
Furthermore, satisfaction is not only consists of cognitive element but have to include emotional element
in determining customer satisfaction.

1.1.4 Contextual Perspectives

development of technology service are not surprisingly services that involve technology this include
information technology or its s e r v i c e s such as technological suppol4, computers networks, systems
administration and other service . Development of Technology Service are the fast growing services in
telecommunication companies in Somali economy and there is fierce competition within the sector made up
of many telecom operators specially H ormuud, somtel and Amtel Despite the high number of Mobile
Telecommunication service pi„oviders in Somalia. This sector is showing an inspiring growth in last few
years (Curiy, 2000).

In the last five years decades ln the Somalia, customer‟s satisfaction was unpopular and unaccepted
concept because hormuud, somtel and A m t e l .

telecommunication services providers thought it was wore important to gain new customers than retain
the existing ones. However, in this present decade, these telecommunication services providers have
gained better understanding of the importance of customer satisfaction and adopted it as a high priority
operational goal as Customer satisfaction is a fundamental marketing building (Kim, Park
&Jeong, 2004).

It is universally accepted that customers are the kings thus being important part of any business. There
cannot be a business without them. Only satisfied customers will be interested in buying and they will
also refer other customers to buy. By measuring satisfaction a supplier can maintain a quality and long
tetm relationship wtth customers and secure their future business and financial assets. This measurement
is essential for these telecommunication sCrvices pi„ovideis to understand that their strategies are in right
direction (Joby, 2003).

In generally customer satisfaction failure both initially and belatedly lead to a decline in customer
confidence, lost customer‟s satisfaction, negative word-of- iouth, possible negative publicity and the

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 direct cost of re-performing the service in essence, the service companies true test of commitment to
service quality and customer satisfaction depends on how it responds after dis confirmation (Hennig-
Thuiau& Klee, 1997).

The study was conducted within the capital city of Somalia, Mogadishu. Mogadishu will provide an
optimal focus for this study because it is where most of the service in the country.

1.2 Statement of the Problem

Since the collapse of Somali central government in 1991, a number of telecommunication companies
have been established to provide telecommunication services to Somalia such as hormuud, somtel and
Amtel telecommunication Companies. This Companies provide internet services, and Mobile phone
services across the country since their services are very weak or inadequacy to customer satisfaction
deeply. hormuud, somtel and Amtel Companies provide services that coordinate many services for their
customers by allowing easy acquisition and communicating among customers. There was a problem of
failure to customer satisfaction and poor performance of telecommunication services was things
encountered by customers of hormuud, somtel and Amtel telecommunication Companies in Mogadishu. It
pointed out that,lack of customer satisfaction when communicating to each other and were things that
challenged their daily operations. If the above issues are not addressed, telecommunication services towards
customer satisfaction will be at a risk therefore the vulnerable people to be affected will be customei s,
employees and administrators of the hormuud, somtel and Amtel telecommunications Companies as well
as the society at large. The researcher investigated these prevailing problems in terms of Development
of Technology Service and Customer Satisfaction in Hormuud, Somtel and Amtel Telecommunication
Companies in Mogadishu, Somalia.

1.3 Research Objectives

1.3.1 General
This study investigated the relationship between Development of Technology Service and Customer
Satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia
1.3.2 Specific
1. To examine the level Development of Technology Service in Selected Telecommunication Companies in
Mogadishu, Somalia.
2. To determine the level of Customer Satisfaction in Selected Telecommunication Companies in
Mogadishu, Somalia.
3. To establish whether there is a significant relationship between Development of Technology service and
customer satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia
1.4 Research Questions
This study sought to answer the following research questions:

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 1. What is the level Development of Technology Service in Selected
Telecommunication Companies in Mogadishu, Somalia?
2. What is the level of Customer Satisfaction in Selected Telecommunication
Companies in Mogadishu, Somalia?
3. Is there a significant relationship between the levels of Development of
Technology service and customer satisfaction in Selected Telecommunication
Companies in Mogadishu, Somalia?

1.5 Null Hypothesis

There is no significant relationship in the level of Development of Technology service and customer
satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia.

1.6Scope
1.6.1 Geographical Scope
The study was conducted within the capital city of Somalia, Mogadishu. Mogadishu will provide an
optimal focus for this study because it is where most of the service in the country.
1.6.2 Theoretical Scope
The study was underpinned by customer satisfaction theory cited by Sclinaars (1
991) & Leeds (1992).

1.6.3 Content Scope

ln terms of content, the study examined the Development of Technology Service And Customer
Satisfaction in hormuud, somtel andAmtel nationlink Telecommunication Companies in Mogadishu-
Somalia, cause and effect relationship or difference in the independent variables “Development of
Technology Service” and dependent variable “Customer Satisfaction”.

1.6.4 Time Scope

The study was conducted from Feb 2022, to Dec, 2022

1.7 Significant of the Study

1. The research is to benefit Telecommunication networks Hormuud, somtel and Amtel towards improving the
Service and Customer Satisfaction Telecommunication Companies in Mogadishu- Somalia. Through
providing information on effective and efficient Development of Technology Service and Customer
Satisfaction in hormuud, somtel and Amtel Telecommunication Companies in Mogadishu- Somalia

2. The research is to benefit future academic researcher as it will act as a source of reference. The researcher will
also benefit as the researcher will be able to use for future reference.

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3. The findings and conclusions resulting from the study will contribute to the body of knowledge on the
relationship between of development of technology service and customer satisfaction in hormuud,
somteland Amtel telecommunication companies. Future researchers an academicians may use the study
findings to further their research.

1.8 Operational Definition of Key Terms

The following terms are defined as will be used in the study:

Profile of the respondents is attributes looked for in this study in terms of gender, age, educational
qualifications and number of years experience in customers of telecommunication Development of
Technology Service refers to any advanced system through which human beings interact with
electronic or mechanical devices.
Customer satisfaction is a business term that measure how products and services supplied by Companies
meet or surpass customer expectation.
Telecommunication Companies refers to as communication for sustainable social change and
development, involves the use of variety of communication techniques to address in efficient systems,
processes, or modes of production within a specific location that has not incurred in major technological
advances.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

In this chapter, the researcher presents the theoretical review, conceptual

framework and iView of related studies

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2.2 Theoretical Review
There have been various frameworks developed to explain customer satisfaction, including the
Expectancy-Disconfirmation Theory, the Equity Theory, the Attribution Theory, the Value-
Percept Theory, the Dissonance Theory, the Contrast Theory, the Comparison Level Theory,
the Importance-Performance Theory, and the Evaluative Congruity Theory (Yi, 1990).
In general, these theories suggest that consumer satisfaction is a relative concept, which is
always judged in relation to a standard. Some of these theories posit that consumers judge
satisfaction in relation to values and desires (the Value-Percept Theory), whereas others
suggest that the standard used is the predictive expectations (the Expectancy-
Disconfirmation Paradigm [EDP]), or the experience-based norms (the Comparison Level
Theory). Some theorize that satisfaction results from the comparison between consumer inputs
and outputs (the Equity Theory), whereas others suggest that satisfaction is the result of the
discrepancy between expectations and perceived perfonuance; the latter led to the
conceptualization of the EDP (Oliver, 1980), which has become the most widely applied
method of consumer satisfaction and dissatisfaction assessment (Oh & Parks, 1997; Weber,
1997).

Accurate measurement of customer satisfaction is a prerequisite for developing effective

management strategies. Only with reliable customer feedback, gathered through an adequate and
appropriate assessment framework, can managers be in to be a part of the cult in order to
observe its behaviors and reaction when the flood failed to occur. Furthermore, Festinger's
theory of cognitive dissonance, which would be published the following year, predicted that
the failure of the prophecy would not break the cult. Instead the group members would look
for ways to justify their actions and maintain confidence in the cult (Festinger, 1985).

Some members abandoned the group when the prophecy failed to be fulfilled, but most stayed.
Those who stayed did not have weakened resolve. There was in fact an increase in their
proselytization and their fervor for the new religion. The prediction of the Earth's destruction
became a disconfirmed expectancy which resulted in the dissonant cognitions "the world is
going to end" and "the world did not end". Those who left the cult accepted that they were
wrong and discarded their false cognition. Those who stayed instead looked for ways to
explain the event in a way that would maintain their beliefs. Eventually they came to the
agreement that the planet was spared because of their prayers and actions. Festinger et al.
theorized that five conditions must be present for this to occur; that is, there are five
conditions that must be met such that a disconfirmation can lead to increased strength of
belief: strong belief, commitment to the belief, the possibility that the belief is false,
recognition of the disconfirmation, and strong social support (these are detailed below)

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(Festinger; Riecken&Schachter, (1956).

The EDP implies that consumers purchase goods and services with prepurchase expectations
about anticipated performance. The expectation level then becomes a standard against which the
product is judged. That is, once the product or service has been used, outcomes are compared
against expectations. If the outcome matches the expectation, confirmation occurs.
Disconfirmation occurs where there is a difference between expectations and outcomes. A
customer is either satisfied or dissatisfied as a result of a positive or negative difference
between expectations and perceptions. Thus, when service performance is better than initially
expected, there is a positive disconfirmation between expectations and performance that
results in satisfaction, and when service performance is as expected, there is a
confirmation between expectations and perceptions that results in satisfaction. In contrast, when
service performance is not as good as expected, there is a negative disconfirinatlon between
expectations and perceptions, which causes dissatisfaction (Oliver, 1980).

The notion of discrepancy theory may be traced back to Howard and Sheath‟s (1969) definition of
satisfaction, which states that it is a function of the degree of congruency between aspirations and
perceived reality of experiences. There are, basically, two methods of investigating
confirmation/disconfirmation of expectations. The first lS the inferred approach (or the subtractive
approach), and the second is the direct approach (or the subjective approach)(Meyer & Wester
barkey, 1996; Prakash &Loundsbury, 1992). The inferred approach involves the computation of the
discrepancy between expectations and evaluations of performance. This requires researchers to di aw
separate information relating to customer service expectations and perceived performance. These
scores are then subtracted to form the third variable, the confirmation-dis confirmation, or
difference, score. The direct approach requires the use of summary judgment scales to measure
confirmation/dis confirmation, such as “better than expected to worse than expected.” The
calculation of the difference scores by the researcher is avoided, because the respondents can be asked
directly the extent to which the service experience exceeded, met, or fell short of expectations. As
an alternative approach, subjective dis confirmation represents a distinct psychological construct
encompassing a subjective evaluation of the difference between product performance and the
comparison standard (Churchill & Surprenant, 1982; Oliver, 1980). That is, subjective
disconfirmation encompasses a set of psychologicalprocesses that may mediate perceived product
performance discrepancies‟
Both the inferred and the direct methods of EDP have been used by hospitality and tourism
researchers in various studies that assess international travelers‟
satisfaction levels as well as in studies investigating customer satisfaction with hotel services
(e.g. Whipple & Thach, 1988; Cho, 1996; Danaher &; Tribe & Snaith, 1998; Weber, 1997
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 Haddrell, 1996; Reisinger & Waryszak, 1996; Pizam & Milman, 1993; Barsky, 1992; Barsky
& Labagh, 1992;). The majority of hospitality and tourism satisfaction studies have assumed that
the EDP is a valid and reliable framewoi k that can be confidently used to determine customer
satisfaction with hospitality and tourism services. These studies, however, do not seem to have
scrutinized the extent to which the EDP measures what it intends tomeasure, although verification of
its validity in determining customer satisfaction 1s essential.

2.3 Conceptual Framework

This shows the diagrammatic representation of variables under study. On the left hand side, it
shows the independent variable (development of technology) and on the right it shows the
dependent variable (customer satisfaction).

Figure 1: Conceptual Framework between development of technology and

customer satisfaction

Independent Variable Dependent Variable

competence
problem solving
satisfaction
service quality

Source: Researcher (2014)

2.4 Related Literature

2.4.1 Development of Technology Service in Telecommunication Companies A world without
telephones where, people have to physically meet tocommunicate is difficult to conceive of.
Yet this is the stark reality for people inparts of the developing world, although the recent advent
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and spread of mobilephones woil‹s to inltigate the situation. However, mobile phones are silent
onissues relating to current cross-country differences in levels of industry. Althoughlack of efficient
communication undoubtedly presents much discomfort, but itdoes not necessarily follow that
development itself is impaired by such lack(Ilhaamie, 2010).

3 Telecommunications infrastructure exerts any explanatory power as to why somecountries

have managed to industrialize while others have failed to do so. But why would
telecommunications infrastructure have anything to do witn industrialdevelopment? Part of
the explanation is that telecommunication affects productivity by, for example, lowering the
costs of collecting information and search for services, i.e. the cost of doing business falls. In
a way, one can say thatincreased connectivity reduces the distance between economic actors.
Like in the
4 case of transport infrastructure, there is scope for network externalities because with more
users, the derived value of those users increases(Gerpott, 2001).
Firms need to efficiently communicate with both input and output markets. Correct and swift
information caters to optimal decision-making. Orders can be better matched, delivery times
be shortened and made more timely, and costly inventory holdings be reduced. Likewise, it is
crucial to have access to financial sei„vices and quickly learn about prices. It facilitates
information flow and helps commercialize and diversify the economy. Modern
communication allows for outstandingand production in smaller units, i.e., increased
specialization. The telecommunication sector employs people and generates income in addition
to act as an input to production. Indirectly, telecommunications can aid the delivery of
government services such as education (World Bank, 2008). However, it is not only
important to have telephones, they also have to function. While Chad may have 15,000
telephones, 91 per cent of all telephone calls aie unsuccessful. 4“hissuggests that the issue of
infrastructure goes beyond new investment and also includes maintenance and repair
(Hulten, 1996, 1998). All of this has an impact on firms‟ productivity, competitiveness and
cost o capital
Telecommunications can be argued to cater to the interaction between economic units. As such,
it functions as glue, not only interpersonally but also largelybetween supply and demand.
Hence, its role is potentially crucial to the efficient ñlnctioning of the economy. Despite these
potentially powerful impacts on development, there are surprisingly few empirical cross-
country studies dealing
h the impact of telecommunications infrastructure on economic growth, and even fewer with an
industry focus(Kim, 2004). The purpose of this paper is to address this shortage. Moie specifically, it
starts by asking why some countries have managed to industrialize while others have not and
whether „this has anything to with telecommunication. Secondly, the paper is concerned with the

21
importance of such infrastructure for understanding differing cross-country rates of
industrialization. Thirdly, it is surmised the importance of telecommunications infrastructure
depends on the stage of development. For example, countries at an early stage may be less
“telecommunications-intensive” in their pi„oduction and, thus, have a smaller stock of such
infrastructure, which should result larger returns on infrastructure investment (Poretla and
Thanassoulis, 2005).
However, as economies develop and production shifts from agriculture to manufacturing„ing, it is
expected that production becomes more intensive in telecommunication, that the stock of it
grows and the rate of return to infrastructure investment falls. But if demand for such
services outgrow its supply, it is actually possible that the rate of return could grow, for example
investment does not respond adequate and the too small stock becomes a constraint. Relieving of
this constraint is lil‹ely to result in a high rate of return (Panda,2003). As countries become more
and more service-oriented, the stock and demand will increase further. Whether this implies lower or
greater rate of return cannot be said at the outset—there is a tension between bigger stock effect and
high demand—and ultimately is an empirical question. However, it is difficult to say which industry
is the most intensive user of telecommunications, manufacturing or the service sector. On the one
hand, the impact could be largest in countries where manufacturing and services are well advanced—
that is, in rich countries— bit it is also possible, on the other, that the marginal return to investment in
telecommunications is greater if the initial stock is small. The woi Id has seen a tremendous expansion of
subscribers of 3 telecommunication services from 1996 to 2006, from less than one to nearly four
billion worldwide, and it is the mobile segments that mainly account for this expansion. In particular,
with mobile telephony accessibility to telecommunications in, for example rural areas has increased
immensely and outnumbers fixed lines by almost nine to one (Djiofack- Zebaze and Heck, 2008).
But this is not necessarily a problem, since the focus of the paper is on development and the
existence in time of mobile telephony is simply too short to have any explanatory power for time
period considered here. The panel data starts in 1970 and ends in 2000 and thus covers 30 years. The
sample includes some 80 countries and covers the entire spectrum front least developed to OECD counti
ies. Several econometric issues alluded to in the literature on public capital and infrastructure is dealt
with, for example, the issue of state dependent omitted variables, reverse causation and endogeneity
bias. The results obtained are convincing Telecommunications infrastructure has strong
explanatory power for why some countries have industi„ia1ized and others not. And it 1s an impact
that is seen to differ across stages of development. The largest impacts occur at the Upper-mid and
Low income levels. The former can probably be explained Satisfaction is treated by most authors
as an independent antecedent of the long- termcustomei relationships (Garbai ino, Johnson and
Kumar, 2001 and others). However, scientific literature does not provide a single opinion about the
influence of satisfaction on longevity of customer relationships. Furthermore, some authors (Klee,

22
1997 and Bolton, 1998) have proved that the relationship between satisfaction and repurchase
behavior is quite complex and diverse: it is not a rule that a customer pursuing long-term
relationships with a company is satisfied by the experience; or otherwise, dissatisfaction does not
inevitably determine a decision to break relationships. On the other hand there may be plenty of
reasons explaining why a satisfied customer does not always come back to the same service
provider. Those reasons depend not only on personal or organizational factors, but are context
specific too. For example, Cronin (2000) performed analysis of satisfaction — customer behavioral
relations in six differ ent industries (sports, entertainment, health care, telephone, fast food) and
found out that satisfaction had direct influence on behavioral intentions in all industries, except
health care. Mittal and Lassar (1998) confirmed that factors driving satisfaction and loyalty
differed across two service categories (health care and care repair) examined.
Several studies have shown that it costs about five times to gain a new customer as it does to keep
an existing customer (Naumann, 1995) and this results into more interest in customer
relationships. Thus, several companies are adopting customer satisfaction as their operational goal
with a carefully designed framework. Hill and Alexander (2000) wi ote in their book that “companies
now have big investment in database marketing, relationship management and customer planning
to move closer to their customers”. Jones and Sasser (1995) wrote that “achieving customer
satisfaction is the main goal for most service firms today”.
finishing with its importance to long-term customer relationships with service pi„ovider.
Literature analysis confirms that service customer satisfaction can be defined from two different
perspectives: transactional and relational orientaticins. In earlier researches satisfaction has been
defined from transactional perspective as “the emotional reaction following a disconfirrnation
experience which acts on the base attitude level and is consumption-specific” (Oliver, 1981). It
was used tothink that, when customer‟s evaluations of service encounter are positive, i.e. when
customer is satisfied, he/ she is going to use a company‟s services repeatedly.
However the emerging relational orientation trans-formed conception of satisfaction to a construct
of overall assessment. Thus referring to Bitner and Hubbert, (1994) customer satisfaction could be
defined as “the customer overall dis/satisfaction with the organization based on all encounters and
experiences with that particular organization”. Hei eby the role of single service encounter on
customer repurchase intentions in some cases may not be significant. We maintain latter position and
in this article satisfaction, determining its importance to long- tens customer relationships, is
treated as a one-dimensional construct. Such understanding of customer satisfaction makes it
possible for service providers to reveal the main factors influencing customer relationships
longevity Bitner and Hubbert, (1994).
An influence of satisfaction on customer‟s repetitive behavior has been based in theoretical and
empirical studies by Oliver and Binks, (1999). The importance ofsatisfaction for the long-term
customer relationships has been stressed by Olsen and Johnson (2003).
Increasing customer satisfaction has been shown to directly affect companles‟ market share, which
leads to improved profits, positive recommendation, lo ver marketing expenditures and greatly
impact the corporate image and survival (Pizam and Ellis, 1999).
Parker and Mathew (2001) expressed that there are two basic definitional approaches of the
concept of customer satisfaction. The first approach as a process and the second approach
23
satisfaction as an outcome of a consumption experience. These two approaches are
complementary, as often one depends on the other.
Customer satisfaction as a process as an evaluation between what was receive and what was
expected (Oliver, 1977 and Wilton, 1988), emphasizing the perceptual, evaluative and
psychological pi„ocesses that contribute to customer satisfaction (Vavia, 1997).
Parker and Mathews (2001) however noted that the process of satisfaction definitions concentrates
on the antecedents to satisfaction rather than satisfaction itself.Satisfaction as a process is the most
widely adopted description of customer satisfaction and a lot of research efforts have been directed
at understanding the process approach of satisfaction evaluations (Parker and Mathews, 2001).
This approach has its origin in the discrepancy theory (Porter, 1961), which argued that satisfaction is
determined by the perception of a difference between some standard and actual performance.
Cardozo (1965); and Howard and Sheth (1969) developed the contrast theory, which showed that
consumers would exaggerate any contrasts between expectations and product evaluations.
Olson and Dover (1979) developed the assimilation theory, which means that perceived quality is
directly increasing with expectations. Assimilation effects occur when the dtffei„ence between
expectations and quality is too small to be perceived.
Anderson (1973) further developed this theory into assimilation-contrast theory, which means if
the discrepancy is too large to be assimilated then the contrast effects occur. The assimilation-
contrast effects occur when the diff@ence between expectations and quality is too large to be
perceived and this difference is exaggerated by consumers.
According to Parkei and Mathews (2001), the most popular descendant of the discrepancy theories
is the expectation disconfirmation theory (Oliver, 1977, 1981), which stated that the result of
customers‟ perceptions of the difference between their perceptions of performance and their
expectations of performance. Positive disconfirmation leads to increased satisfactioti, with
negative disconfii„ination having the opposite effect. Yi (1990) expressed that customers buy
products or services with pre-purchasC expectations about anticipated performance, once the
bought product or service has been used, outcomes are compared against expectations. If the
outcome matches expectations, the result is confiiniation. When there are differences between
expectations and oritcoiTles, disconfirmation occurs. Positive disconfirmation occurs when
product or serviceperformance exceeds expectations. Therefore, satisfaction is caused by positive
disconfirmation or confirmation of customer expectations, and dissatisfaction is the negative
disconfirmation of customer expectations (Yi, 1990).
While several studies support the dlsconfirmation paradigm, others do not. For instance, Churchill
and Surprenant (1982) found that neither disconfinuation not expectations had any effect on
customer satisfaction with durable products.
Weiner (1985, and 1980); and Folkes (1984) pioposed the attribution theory, which stated that
when a customer purchases a product or service, if the consumption is below expectation, the
24
 customer is convinced that the supplier causes the dissatisfaction. The complaining customer is
focused on restoring justice and the satisfaction outcome is driven by perceived fairness of the
outcome of complaining. Westbrook and Reilly (1983) proposed the value-percept theory, which
defines satisfaction as an emotional response caused by a cognitive-evaluative process, which is
the comparison of the product or service to one's values rather than an expectatlon. So, satisfaction
is a discrepancy between the observed and the desired. Fisk and Young (1985) proposed the equity
theory, which stated that individuals compare their input and output ratios with those of others and
feel equitable treated. Equity judgment is based on two steps; first, the customer compares the
outcome to the input and secondly, performs a relative comparison of the outcome to the other party.
Pizam and Ellis (1999) reported that there are two additional distinct theoi ies of customer satisfaction
apart from the seven aforementioned ones and these include:

1. Comparison-level

2. Generalized negativity;

The outcome approach of the customer satisfaction as the end-state satisfaction resulting from the
experience of consumption. This post- consumption state can be an outcome that occurs without
comparing expectations (Oliver, 1996); or may be a cognitive state of reward, an emotional response
that may occur as the result of comparing expected and actual performance or a compai ison of
rewards and costs to the anticipated consequences (Vavra, 1997).
Furthermore, Parker and Mathews (2001) expressed that attention has been focused on the nature of
satisfaction of the outcome approach which include:
Emotion - Satisfaction is viewed as the surprise element of pi oduct or service purchase and or
consumption experiences (Oliver, 1981), or is an effective response to a specific consumption
experience (Westbrook and Reilly, 1983). This acknowledges the input of comparative cognitive
processes but goes further by stating that these may be just one of the determinants of the affective
“state” satisfaction (Park and Mathews, 2001).
2. Fulfillment —The theories of motivation state that people are driven by the desire to satisfy theirneeds
(Maslow, 1943) or by their beliavioi aimed at achieving the relevant goals (Vroom, 1964). However,
satisfaction can be either way viewed as the end-point in the motivational process. Thus “consumer
satisfaction can be seen as the consumers fulfi llirent response” (Rust and Oliver, 1994).

3 State — Oliver (1989) expressed that there are four framework of satisfaction, which relates to
reinforcement and arousal. “Satisfaction-as- pleasure” results from positive reinforcement, where
the product or service is adding to an aroused resting state, and “satisfaction-as-relief‟ results from
negative reinforcement .In relation to arousal, low arousal fulfillment as “satisfaction-as
contentment”, a result of the product or service performing adequately in an ongoing passive
sense. High arousal satisfaction as “satisfaction as either positive (delight) or negative surprise”

25
which could be a shock (Rust and Oliver, 1994).

The other customer satisfaction definitions include: Satisfaction is “the cognitive state of the buyer
about the appropriateness or inappropriateness of the rev•ard received in exchange for the service
experienced (Howai d and Seth, 1969); the evaluation of emotions (Hunt, 1977); the favoiability of the
individual's subjective evaluation (Westbrook, 1980); a positive outcome from the outlay of scarce
resources (Bearden and Teel, 1983); an overall customer attitude towards a service provider
(Levesque and McDougall, 1996); is a judgment that a product or service feature, or the product or
service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment,
included levels of under- or over fulfillment (Oliver,1997); is an experience-based assessment
made by the customer of how far his own expectations about the individual chai„acteristics or the
overall functionality of the services obtained from thC provider have been fulfilled (Hoinburg and
Bruhn, 1998); the fulfillment of some need, goal or desire (Oliver, 1999); an emotional reaction to the
difference between what customers anticipate and what they receive (Zineldin, 2000); is based on a
customer‟s estimated experience of the extent to which a provider‟s services fulfill his or her
expectations (Gerpott et al. 2001)”. For this study, customer satisfaction definition used is that of
Homburg and Biuhn

(1998) which is “an experience-based assessment made by the custornei of how far his own
expectations about the individual characteristics or the overall functionality of the services
obtained from the provider have been fulfilled”. The relevance of this definition to this study is
that it indicates that custon‟iers assess the mobile services based on experience of use and the
rating is done in accordance with the mobile services attributes. In this study, customer satisfaction
with the Nigerian mobile services will be evaluated based on customers experience of network
quality, billing, validity period and customer care support. In order to achieve customer
satisfaction, organizations must be able to satisfy their customers' needs and wants
Barbera&Mazursky (1983). Customer s' needs state thC felt deprivation of a customer Kotler
(2000); whereas customers' wants,according to Kotler (2000) refer to "the form taken by human
needs as they are shaped by culture and individual personality". Customer satisfaction is important
because, according to La Baibera & Maztirsky (1983), "satisfaction influences repurchase
intentions whereas dissatisfaction has been seen as a pi„imary reason for customer defection or
discontinuation of purchase". The social identity theory proposed that attitudes are moderated by demogl
aphic, situational, environmental, and psychosocial factors (Jackson ,1996 and Platow, 1997).
According to the social psychological theoi ies, consumers‟ evaluations are moderated, or in some
cases mediated, by personal feelings of equity in the exchange, disconfirmation between desires
and outcomes, individual preferences, social comparisons, and other complex phenomena. These
theories strongly suggest that differences in these phenomena among consumers influence their
attitudes (Williams et, 1998).Several empirical findings that have shown the relationship
26
between demographic variables and satisfaction include: Bryant (1996) conducted a study
on 400 companies using the American

Customer SatisfaGtÍOn Index (ACSI) and demonstrated that there is significant relationship and
consistent differences in the levels of satisfaction among demographic gioups: Sex — positively
related to satisfaction and female customers are more satisfied than the male customers. Female of
all ages are more satisfied than the male. Women are more involved with the process of purchase
and possibly use the mobile phone more for relational purposes (social network device) while
men use it for functional purposes (businesses, sales, etc). Age — positively related to
satisfaction but the relationship is not a straight line. Satisfaction increases with age. The major
increase in satisfaction is seen within the age 55 and over. Income — the higher the income, the
lower the satisfaction level. Location (type of area) — positively related to satisfaction. Customers
living within metropolitan areas (central city and suburban areas) are less satisfied than those
customers in non-metropolitan areas.

Palvia and Palvia (1999) found out that age is a significant determinant of satisfaction with
information technology industry. Oyewole (2001) in his research on custoiiier satisfaction with
airline services reported also that gender, occupation, education, and marital status have
significant lnfluence on customer satisfaction, wlâllC age and household income had no
significant influence. Homburg and Giering (2001) conducted a study on German car
manufactriret„s using LISREL notation and demonstrated that it is important to study
deinographic variables as determinants of customer behaviours. The results of their study
showed that gender has significant moderating effect onsatisfaction- loyalty relationship. Women
are satisfied with sales process while men are satisfied with the impact of the product. Age
showed a positive moderating effect and income had moderating influence with high income
showing weaker effect and low income, high effect. Jessie and Sheila (2001) in their empirical
work on patients‟ assessment of satisfaction and quality using factor analysis and regression,
reported that age, beneficiary gi„oup, location, rank, service affiliation, education, marital status,
race, gender, health status and number of visits (socio demographic variables) have minimal
influence on satisfaction. Venn and Fone (2005) conducted a study on customei satisfaction with
general practitioner services in Wales using logistic regression and reported that satisfaction
varied with agC, gender, employment status, and marital status. The results obtained indicated
that higher satisfaction is significantly related with increasing age, female gender, unemployed
(those at home, disabled and retired),and married patients. However, unemployed - students and
those seeking work, reported lower satisfaction. Turel and Serenko (2006) in their study on
customer satisfaction with mobile services in Canada using ACSI, reported that age has a
significant influence on customer satisfaction and lower satisfaction level is found among young
adults.
27
2.4.3 Gaps in Knowledge

The above mentioned studies are empirical researches conducted in different placearound the
world. There are some gaps between these studies and the current study of development of
technology service and customer satisfaction in selected telecommunication companies in
Mogadishu-Somalia.
The following are the gaps identified:
• All the above mentioned studies were conducted beyond Somalia. So there is Contextual gap
need to be fulfilled.

• Most of those related studies used secondary data in their researches. They have analyzed
already existed data. But current study used primary data.

• There is content gap, most of these studies emphasized only telecommunication as indicator of
customer satisfaction, but this study examined other variables under customer satisfaction such as;
quality, quantity, expectations and price

28
 CHAPTER THREE

METHODOLOGY

3.0 Introduction
In this chapter the researcher enlightened the research design, population of the study, sampling
procedures, research instrument, data collection procedures, its reliability and analysis.

3.1 Research Design

This study employed the descriptive survey y design specifically the descriptive comparative and
descriptive correlational strategies. Descriptive studies are non- experimental researches that
describe the characteristics of a particular individual, or of a group. It deals with the relationship
between variables, testing of hypothesis and development of generalizations and use of theories
that have universal validity. It also involves events that have already taken place and may be
related to present conditions (Kothai i, 2004). Funher, descriptive surveys are used to discover
causal relationships (descriptive correlational). differences (descriptive comparative), to provide
precise quantitative description and to observe behavior (Treece and Treece, 1973).

3.2 Research Population

The target population of this study consisted of 315 of which 105 of them were managers, 95
employee and 1 l5 customers of the selected Hormuud, Somtel and Amtel telecommunication
companies in Mogadishu, Somalia.

3.3 Sample Size

The minimum sample size of l76managers, employees and customers of Hormuud, Somtel and
Amtel telecommunication Companies.

Mogadishu, Somalia, were selected. This was generated using the Sloven‟sformula which states as
follows:
N
2
1 + N(0.05) n — Sample size
N — Total population 0.05 — Margin of Error

29
 Table 1 below shows the respondents of the study with the following categories:managers,
employees and customers.

Table 3.3: Respondents of the study

Target Population Total

Branches Managers Employees Customers Target Sample
population size
Hormuud 40 30 30 100 55
SomTel 35 35 0 110 61
Amtel 30 30 45 105 58
Total 105 95 115 315 176

3.4 Sampling Procedures

The study used purposive sampling technique to select the branches of hormuud,somtel and
Amtel telecommunication Companies to participate in the study.
Simple random sampling technique was used to select the respondents to the study. A list of
employees, Managers and Customers from hormuud, somtel and amtel branches was obtained;
the names were put in rote and were randomly selected. This technique was used because it
allows for easy g e n e r a l i z a t i o n of the findings and offers least bias.

3.5 Research Instruments

The research tools that were utilized in this study include the following: (I) face sheet to gather
data on the respondents‟ demographic characteristics or profile (age, gender, education level
and expei ience); (2) researcher devised questionnaires to determine the levels of
Development of Technology Service and Customer Satisfaction in hormuud, somtel and Amtel
Telecommunication Companies. The response modes and scoring are as follows: for
Development of Technology Service are indicated as:Strongly agree (4); agree (3); disagree
(2); strongly d‟isagree (1). The researcher devised questionnaires to determine the levels of
Customer Satisfaction in hormuud, somtel and Amtel Telecommunication Companies. The
response modes and scoring are as follows: Customer Satisfaction are indicated as: Strongly
agree (4); agree (3); disagree (2); strongly disagree (1).

30
 3.6 Validity and Reliability of the Instruments

3.6.1 Validity of the Instruments

To determine the content validity of an instrument upon; to ensure that all questions in the
questionnaire are valid; to ensure validity, the questionnaire was developed and given to
few experts in the research field (e.g. doctors and professors) to judge whether the
questions are valid. It was approved to be valid for this research with CVI (Content
Validity Index) of 0.798. CVI was calculatedas
_ Number of valid items in the questionnaire
Total n u m b e r o f items in the questionnaire

3.6.2 Reliability of the Instruments

The test-retest technique was used to determine the reliability (accuracy) of the
researcher devised instruments to ten qualified respondents, all from Hormuud, Somtel
and Amtel branches, These respondents were not included in the actual study. In this test-
retest technique, the questionnaires were administered twice to the same subjects. The
results from this test retest were highly correlated. 4“his means that, the results will be
consistent and essentially the same in both timesTreece&Treece (1973).

‟I“able 3.2 Reliability Statistics

Cronbach‟s Cronbach's Alpha Based on Number of items

Alpha Standardized Items
.858 .861 24
Source: Primary Data (2014)

This table shows the result of the reliability test using Cronbach's Alpha test.Result of the
analysis shows good reliability measure having computed value of
0.85 which is above 0.8 acceptable reliability levels for a valid r e s e a r c h
instrument.

3.7 Data Gathering Procedures

3.7.1 Before the administration of the questionnaires
An introduction letter was obtained from the College of Higher Degree and Research for the
researcher to ask for approval to conduct the study from respective managers Telecommunication
Companies in Mogadishu Somalia. When approved, the researcher secured a list of the qualified
respondents from the Telecommunication Companies directors and selected them through
simple random sampling from this list to arrive at the minimum sample size. The respondents
were explained about the study and were requested to sign the Informed Consent Form
31
 (Appendix 3).The researcher selected research assistants who would assist in the data collection;
they were briefed and oriented in order to be consistent in administering the questionnaires.
3.7.2 During the administration of the questionnaires
1. Sufficient questionnaires were distributed and the respondents were requested to answer
completely and not to leave any part of the questionnaires unanswered.
2. The researcher and assistants emphasized retrieval of the questionnaires
within five days from the date of distribution.
3. On retrieval, all returned questionnaires were checked if all ai„e answered.

3.7.3 After the administration of the questionnaires

After receiving the questionnaire„e back, the researcher, coded them and the data were entered
into the computer and statistically treated using the Statistical Package for Social Sciences
(SPSS).

3.8 Data Analysis

The study used quantitative data analysis; the researcher was used frequencies and percentages to
evaluate the profile of respondents. Similarly, mean and standard d deviations were applied for the
levels of Development of Technology service and customer satisfaction in hormuud, somtel and
Amtel telecommunication Companies; an item analysis illustrated the strengths and weaknesses
based on the indicators in terms of mean and rank. From these strengths and weaknesses, the
recommendations were derived.

The following mean range was used to arrive at the mean of the individualindicators and
interpietation:

A. For the level ofDevelopmeiit of Technology service

Mean Range Response Mode Interpretation
3.26-4.00 sti„ongly agree Very High
2.51-3.25 Agiee Hlgh
1.76-2.50 Disagree Low
1.00-1.75 Sti ongly disagree Very Low

B. For the level of CiistomeF siitisfaction in telecommunication Companies.

Mean Range Response Mode Interpretation
3.26-4.00 strongly agree Very High
2.51-3.25 Agiee High
1.76-2.50 Disagree Low
1.00-1.75 Strongly disagree Very Low
32
 A Pearson correlation coefficient was used to test the hypothesis on correlation at
0.05 level of significance using a t-test was employed. The regression analysiswas carried
out to determine the influence of the independent variables on the
dependent variable.

3.9 Ethical Considerations

The i„esearcher was ethical in collecting of data and in the process of
dissemination of findings, respect was shown to those who were participating in the research. and
operate with sincerity and integrity, therefore to ensure confidentiality of the information
provided by the respondents and to ascertain the practice of ethics in this study, the following
activities will be implemented by theresearcher:
1. The names of the participants were coded.
2. Asked for authorization through a written request to the concerned mangers or directors of
selected Development of Telecommunication Companies included in the study.
3. Requested the respondents to sign in the Informed Consent Form (Appendix 3)
4. Acknowledged the authors quoted in this study through citations and referencing.
5. Present the findings in a generalized manner.

3.10 Limitations of the Study

1. Research instrument used: The research instruments Development of Technology
service and customer satisfaction in telecommunication Companies are not
standardized. Therefore a validity and reliability test was done to produce a credible
measurement of the research variables.
2. Attrition/Mortality: Not all questionnaires were returned neither completely
answered nor even retrieved back due to circumstances on the part of the respondents
such as sickness and refusal to participate. In expectation to this, the researcher will
reserve more respondents by exceeding the minimum sample size. The respondents
were also be reminded not to leave any item in the questionnaires unanswered and
wereclosely followed up as to the date of retrieval.

3. Testing.’ The use of research assistants can bring about inconsistency in the
administration of the questionnaires in terms of time of administration,understanding of
the items in the questionnaires and explanations given to the respondents. To minimize
this threat, the research assistants were oriented and briefed on the procedures to be
done in data collection.

33
 CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF
DATA

4.0 Introduction
The purpose of the study was to investigate whether there is a relationship between
Development of Technology Service and Customer Satisfaction in Selected Telecommunication
Companies in Mogadishu, Somalia. It was based on three objectives. These were; to determine the
level Development of Technology Service in Selected Telecommunication Companies in Mogadishu,
Somalia, to determine the level of Customer Satisfaction in Selected Telecommunication Companies in
Mogadishu, Somalia and to establish whether there is a significant relationship between Development
of Technology service and customer satisfaction in Selected Telecommunication Companies in
Mogadishu, Somalia. To achieve these objectives, the researcher collected primary data using a
SClf —adiTlinistered questionnaire and collected data on demographic profile of '
respondents, Development of Technology Service and customer satisfaction. There searcher
presented the demographic characteristics of respondents in terms of frequencies and percentages. To
determine the level of Development of Technology Service in Selected Telecommunication
Companies in Mogadishu, Somalia and to determine the level of customer satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia the researcher used means and standai d
deviation. In order to establish whether there is a significant relationship between Development of
Technology service and customer! Satisfaction in Selected Telecommunication Companies in
Mogadishu, Somalia, the researcher used Pearson Linear correlation analysis and bivariate regression
analysis. the items if the questionnaire were based on a four Likert scale, that is 1 = strongly
Disagree, 2 = Disagree, 3 = Agree and 4 = Strongly Agree. The results from the analysis are shown
in table 4.1, 4.2, 4.3, 4.4 and 4.5 below.

34
 4.1 Demographic profile of Respondents

This shows the demography of respondents under this study, in terms gender,
age, education level and experience. The results by use of frequencies and
percentages are shown in the table 4.1 below.

Table 4.1: Demographic Characteristics of Respondents

Demo•praphic Characteristics Frequenc Percent

y
Gender Male 117 66.5
Female 59 33.5
Total 176 100.0
Age 20-39 110 62.5
40-59 46 26.1
60 and Above 20 11.4
Total 176 100.0
Education level Certificate 11 6.3
Diploma 45 25.6
Bachelors 104 59.1
Masters 12 6.8
PhD 3 1.7
Others 1 .6
Total 176 100.0
Experience Less than/Below one 9 5.1
year
1-2yrs 40 22.7
3-4yrs 98 55.7
5-6 yrs 14 8.0
7 years and above 15 8.5
Total 176 100.0
Source: Primary Data (2014)

The results indicate that the majority of the respondents were male 117 (66.5%) !
and female were 59 (33.5%). In terms of age, most of the respondents were in 20
— 9 age group, that is, 110 (62.5%), followed by those between 40 — 59 with 46
(26.1%) and those of 60 and above were the lowest with 20 (11.4%).

In terms of education level, majority of the respondents had bachelors 104 (59.1%),
followed by those with diplomas with 45 (25.6%), then those with masters 12 (6.8%),
certificate with 11 (6.3%), PhD with 3 (1.7%) and lastly others with 1 (.6%). In terms of
years of experience at work, most of the respondents had an experience of 3 — 4 years
35
with 98 (55.7%), followed by 1 — 2 years with 40 (22.7%), followed by 7 years and above with 15
(8.5%), followed by those of 5 — 6 years and lastly with those less than or below one year with 9
(5.1%). Different studies were done concerning customer satisfaction and demographic characteristics of
respondents. Bryant et al. (1996) conducted a study on 400 companies using the American Customer
Satisfaction Index (ACSI) and demonstrated that there is significant relationship and consistent differences
in the levels of satisfaction among demographic groups. Palvia and Palvia (1999) found out that age is a
significant determinant of satisfaction with information technology industry. Oyewole (2001) in his
research on customer satisfaction with airline services reported also that gender, occupation, education, and
mai ital status have significant influence on customer satisfaction, while age and household income
had no significant influence.

4.1 Level Development of Technology Service in Selected Telecommunication Companies in

Mogadishu, Somalia
The first objective of the study was to determine the level Development of Technology Service in
Selected Telecommunication Companies in Mogadishu, Somalia. To achieve this objective, the
researcher analyzed the second part of the questionnaire whose items were concerned with finding the
level of Development of Technology Service in Selected Telecommunication Companies in
Mogadishu, Somalia. There were twelve items designed to measure the level of Development of
Technology Service in Selected Telecommunication Companies in Mogadishu,

Somalia all based on a four Likert scale, where 1 = Strongly Disagree, 2 = Disagree, 3 = Agree
and 4 =Strongly Agree. The researcher used Means and Standar d deviations. The results from the
analysis aie shown in table 4.2 below

Table 4.2: Level of Development of Technology Service in Selected

Telecommunication Companies in Mogadishu, Somalia

Items Me an Std. D. Rank Interpretation

Quality of customer support service would be 3.4 .684 l Very High

a influential reason in your 9
decision to switch service providers
The customer contact personnel are ableto provide 3.3 .776 2 Very High
the required information 8
36
 The customer contact personnel easily available 3.3 .804 3 Very High
on your service providers helpline 4

Your rate for the customer contact 3.2 .642 4 Very High
personnel‟s explanation is very poor. 9
Achieving customer satisfaction is themain goal 3.2 .770 5 Very High
for your service. 8
The customer contact personnel able to 3.2 .685 6 High
communicate the issue effectively 0
It takes you long for the problem to besolved 3.1 .605 7 High
after the conduction of the call 0
You get confusion in finding the right 3.1 .869 8 High
person to answer a query or solveproblem 0

The process of satisfaction concentrates on the 3.0 .891 9 High

antecedents to satisfaction rather than 1
satisfaction itself
The quality of the customer contact personnel's 2.7 .823 10 High
greetings are not satisfactory 6
The complaining customer is focused onrestoring 2.3 1.019 11 Low
justice and the satisfaction outcome is driven by 9
perceived fairness
of the outcome of complaining
The customer contact personnel have the 2.2 .762 12 Low
appropriate product and problem 6
knowledge to solve your problem
Overall Mean 3.0 High
5
Source: Primary Data (2014)

Mean Range response interpretation

3.26-4.00 strongly agree very High
2.51-3.25 Agree High
1.76-2.50 Disagree Low
1.00-1.75 strongly disagree very low

Results in table 4.2 show the mean responses of on the level of Development of Technology Service in
Selected Telecommunication Companies in Mogadishu, Somalia. The results indicate that in terms of
quality of customer support service would be an influential reason in your decision to switch service
providers was ranked the highest with (mean = 3.49, Std. D. = 0.684) interpreted as very high. This
means that users of telecommunication networks are remarkably influenced by customer support
service. The second highest ranked item concerned whether the customer contact personnel are able to
provide the required information. This was ranked 2“d with (mean = 3.38, Std. D = 0.776) interpreted
37
as very high. We are leaving in an era of speed and information, therefore service delivery is very
important. Therefore, having the required information by customer care centers of different
telecommunication networks is paramount.

The items concerning whether the customer contact personnel are easily availableon service providers
help lines was ranked the 3rd with (mean = 3.34, Std. 13.804) interpreted as very high. This means
that customer care personnel are always available to help clients who might be having questions.
The item “Your rate for the customer contact personnel‟s explanation is very poor” was ranked 4thwith
(mean = 3.29, Std. D = 0.642) interpreted as very high. In terms of whether achieving customer
satisfaction is the main goal customer care service, this was ranked 5th with (mean = 3.28, Std. D =
0.770) interpreted as very high. This means that the management of different telecommunication
networks is to lead to customer satisfaction. In terms of whether customer contact personnel are able
to communicate the issueeffectively, this was ranked 6° with (mean = 3.20, Std. D = 0.685) interpreted
as high. In terms of whether it takes manager long for the problem to be solved after the conduction of
the call, this was raked 7^ with (mean = 3.10, Std. D = 0.605) interpreted as high. The item “You get
confusion in finding the right person to answer a query or solve problem” was ranked 8th with (mean =
3.10, Std. D = 0.869), interpreted as high. This implies that the managers find it hard to identify who
to answer certain queries. This may lead to wastage of time for clients which further lead to loss of
customers.

Concerning whether the process of satisfaction concentrates on the antecedents to satisfaction rather
than satisfaction itself was ranked 9° with (mean = 3.01, Std. D= 0.891), interpreted as high. The item
“The quality of the customer contact personnel's greetings are not satisfactory” was ranked 10'h with
th
(mean = 2.76, Std. D = .823), interpreted as high. The ll ranked item was about whet.her
complaining customers are focused on restoring justice and the satisfaction outcome is driven by
perceived fairness of the outcome of complaining with (mean = 2.39, Std. D = 1.019) interpreted as
low. The last ranked item was about whether customer contact personnel have the appropriate product
and problem knowledge to solve your problem with (mean = 2.26, Std. D = 0.762) interpreted as low.
This means that customer contact personnel are perceived not to have appropriate product and
problem knowledge to solve clients or customers‟ problems. This reduces customer satisfaction,
trust and loyalty.In general, the overall level of Development of Technology Service in Selected
Telecommunication Companies in Mogadishu, Somalia was high with (mean — 3.05). This implies
that technological development in telecommunication companies in Mogadishu, Somalia is high.
The managers perceive that technologyin communication networks has grown. The highest ranked item
under this construct of development of technology was about whether quality of customer support
service would be an influential reason in your decision to switch service providers was ranked the
highest with (mean = 3.49, Std. D. = 0.684) interpreted as very high. This means that users of
telecommunication networks are remarkably influenced by customer support service. The second

38
highest ranked item concerned whether the customer contact personnel are able to provide the required
information. The lowest ranked item was about whether customer contact personnel have the
appropriate product and problem knowledge to solve your problem with (mean = 2.26, Std. D = 0.762)
interpreted as low. This means that customer contact personnel are perceived not to have appropriate
product and problem knowledge to solve clients or customers‟ problems. This reduces customer
satisfaction, trust and loyalty. In a research conducted by Vargas, Hernandez and Bruque (2003),
it was hypothesized that firm size and previous experience in using IT, positively affect the level and
speed of IT adoption. Another research by Kurtenbach and Thompson (1999) hypothesized that
factors in the demographic category will not significantly influence IT adoption and use although
previous literature suggested that IT use would be higher for younger, more educated individuals (Batte
et al, 1990). In this study, demographic data of participating employees has been extensively examined.
There was no indicated relationship between employees' experience and the level of IT adoption in
the organization.
In a research conducted by Vargas, Hernàndez and Bruque (2003), it was hypothesized that firm
size and previous experience in using IT, positively affect the level and speed of IT adoption.
Another research by Kurtenbach and Thompson (1999) hypothesized that factors in the demographic
category will not significantly influence IT adoption and use although previous literature suggested that
IT use would be higher for younger, more educated individuals (Batte et al, 1990). In this study,
demographic data of participating employees has been extensively examined. There was no indicated
relationship between employees' experience and the level of IT adoption in the organization

4.3 Level of Customer Satisfaction in Selected Telecommunication

Companies in Mogadishu, Somalia
The second objective of the study was to determine the level of CustomerSatisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia of which the researcher wanted to find
its level. To achieve this objective theresearcher analyzed the third part of the questionnaire
which contained items about customer satisfaction. This part of the questionnaire had 12 items
all basedon a four Likert scale of 1 = Strongly Disagree, 2 = Disagree, 3 = Agree and 4 Strongly
Agree. The researcher used Means and Standard Deviations (Std. D) to illustrate the level of
Customer Satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia. The
finding from this analysis are illustrated in table 4.3 below

Table 4.3: Level of Customer Satisfaction in Selected TelecommunicationCompanies in

Mogadishu, Somalia

Items Mean Std. D. Rank Interpretation

39
Even if another operator‟ price is lower; Iwill 3.45 .657 1 Very High
go on using this telecom network.
I am comfortable about the relationship 3.36 .568 2 Very High
with this operator.
I intend to continue using mobile servicesfrom 3.34 .731 3 Very High
this operator for a long time.
I am willing to say positive things aboutthis 3.26 .769 4 Very High
operator to other people.
I am willing to continue staying in this 3.22 .799 5 High
telecommunication.
I am satisfied with the professional 3.16 .718 6 High
competence of this operator.
To me, this operator clearly is able to 3.16 .718 7 High
provide the best service.
This telecommunication provides services 3.09 .900 8 High
to all the time.
I absolutely trust this telecommunication 3.01 1.000 9 High
services.
I consider this telcom as my 2.86 1.066 10 High
telecommunication.
I will encourage friends and relatives to 2.80 .728 11 High
use the services offered by this operator
I am satisfied with the overall service 2.62 .723 12 High
quality offered by this operator
Overall Mean 3.11 High
Source: Primary Data (2014)

Mean Range Response interpretation

3.26-4.00 strongly agree Very High
2.51-3.25 Agree High
1.76-2.50 Disagree Low
1.00-1.75 Strongly disagree Very Low

Results in table 4.3 above shows the means response on determine the level of Customer
Satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia. The results indicate
that, concerning whether customers will go on using a certain telecom network irrespective of change
in operators, this was ranked the highest with (mean = 3.45, Std. D = 0.657) interpreted as very high.
This shows a level of trust among the telcom users in Mogadishu Somalia. They are also loyal to
different telecommunication networks in Somalia. Concerning whether customers are comfortable
d
about the relationship with this operators, this was ranked 2' with (mean — 3.36, Std. D = 0.568)
interpreted as very high. The item concerned with whether customers intend to continue using mobile
services from this a given operator for a long time, was ranked 3'd with (mean = 3.36, Std. D = .568)
interpreted as very high. In terms of whether customers are willing to say positive things about the
operator to other people, this was ranked 4'h with (mean = 3.26, Std. D = .769) interpreted as very
40
high.

The item “I am willing to continue staying in this telecommunication” was ranked5" with (mean = 3.22,
Std. D = .779) interpreted as high. This shows customer commitment and loyalty to a given
telecommunication services. In terms of whether customers are satisfied with the professional
competence of this operator/telecommunication network, this was ranked 6° with (mean = 3.16, Std. D
= .718) interpreted as high. The seventh ranked item was about
Whether customers believe that given operator clearly is able to provide the best service, with (mean
— 3.16, Std. D = 718) interpreted as high. In terms of whether telecommunication provides services
all the time, this was ranked 8'h with (mean = 3.09, Std. D = .900) interpreted as high.

41
 Concerning whether the customers completely trust the communication networks services they
are on, this was ranked 9'h with (mean = 3.10, Std. D = 1.000) lnterpreted as high. This means
that customers trust the services rendered to them by different telecommunication networks.
Concerning whether custoiriers consider the telecommunication networks as they own, this
was ranked 10'h with (mean = 2.86, Std. D = 1.066) interpreted as high. In terms of whether
customers encourage friends and relatives to use the services offered by certain
telecommunication was ranked 11”t with (mean = 2.80, Std. D — .728) interpreted
as high. In terms of whether customer‟s are satisfied with the overall service quality offered by
the telecommunication network. This was ranked 12t" (last) with (mean = 2.62, Std. D = .723)
inter preted as high. Though this was ranl‹ed the lowest, its mean is still high. This means that
customers are satisfied with the overall service quality offered with services offered by
different telecommunication network.
Generally, the oveiall level of Customer Satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia, was high with (mean 3.11). This
means that customers of telecommunication networks are satisfiedwith the services
provided by telecommunication networks. The highest rankeditem was concerned with
whether customer s will go on using a certain telecomnetwork irrespective of change ill
operators, this was ranl‹ed the highest with(mean — 3.45, Std. D = 0.657) interpreted as very
high. This shows a level of tt ustamong the telecom users in Mogadishu Somalia. They are
also loyal to differenttelecommunication netwoi„ks in Somalia. The lowest ranked item
under thisvariable was about whether customers are satisfied with the overall service quality
offered by the telecommunication network. This was ranked 12t" (last) with (mean= 2.62, Std.
D = .723) interpreted as high. Though this was ranked the lowest, its mean is still high. This
means that customers are satisfied with the overall servicequality offered with services offered by
different telecommunication network.
The results seem quite low as Sulin and Wayne (2006) in their study of the Impactof e-Service
Process on Online Customer Satisfaction found out that the level of customer satisfaction was very
high.

4.4 Relationship between Development of Technology service and customer satisfaction in

Selected Telecommunication Companies in Mogadishu, Somalia
The third objective of the study was to establish whether there is a significant relationship
42
between Development of Technology service and customer satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia. To achieve this objective, the researcher
carried out correlation analysis and regression analysis of the means of independent variable
(Development of Technology service) and dependent variable (customer satisfaction) at 0.05 level
of significance. The researcher also wanted to test the hypothesis that there is no significant
relationship between Development of Technology service and customer satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia. The results from correlation analysis and
regression analysis are shown in table 4.4 and 4.5 below.
Table 4.4: Correlation Analysis between Development of Technology service and customer
satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia

Variable Correlated r-value P.value Interpretation Decision onH0

Development of Significant relationship Rejected

Technology Service Vs .683 .000 exist
Customer Satisfaction
Source: Primary Data (2014)

43
Table 4.4 shows the results from correlation analysis between Development of Technology
service and customer satisfaction in Selected Telecommunication Companies in Mogadishu,
Somalia. The results indicate that there is a positive significant relationship between
Development of Technology service and customer satisfaction in Selected Telecommunication
Companies in Mogadishu, Somalia (r = .683).The results also indicate that (P < 0.05) which is
less than 0.05. This leads to the rejection of null hypothesis that there is no significant
relationship between Development of Technology service and customer satisfaction in
Selected Telecommunication Companies in Mogadishu, Somalia. The results indicate that as the
level of technological development increases, the level of customer satisfaction also
increases.

Table 4.5: Bivariate Regression Analysis between Development of Technology service and
customer satisfaction in Selected TelecommunicationCompanies in Mogadishu, Somalia

44
 Variables Adj. RR F P.value Interpretation Decision
Correlated on H0
Development of Significant relationship exist Rejected
Technology .464 152.52 .000
Service Vs 4
Customer
Satisfaction
Coefficients Beta t-value Sig. Interpretation Decisionon
H0
Constant .885 4.869 .000 Significant relationship exist Rejected

Development of .730 12.350 .000 Significant relationship exist Rejected

TechnologyService

Source: Primary Data (2014)

Results in table 4.5 show the results from bivariate regression analysis between Development of
Technology service and customer satisfaction in Selected Telecommunication Companies in
Mogadishu, Somalia. The results indicate that, since (F — 152.524) and (P < 0.05), this indicates
that there is a significant relationship between Development of Technology service and
customer satisfaction in Selected Telecommunication Companies in Mogadishu, Somalia. This
therefore the null hypothesis is rejected. Also, the coefficients part shows that the rate of customer
satisfaction independent of changes in Development of Technology service was 0.885. This
means that at 0 levels of changes in Development of Technology service, consumer satisfaction is
0.887. The rate of change of customer satisfaction to change in Development of Technology service
is 0.730. This implies that a unit change in Development of Technology services lead to a 0.730
change in customer satisfaction.The results further show that development of technology service
only lead to 46.4% changes in customer satisfaction (adjested r2 =.464), otherfactors leads 53.6%
changes to quality, quantity, expectations and price in customer satisfaction.

Sulin and Wayne (2006) in their study of the Impact of e-Service Process on Online Customer
Satisfaction found out that the electronic Service Delivery System (eSDS) process improves, a
customer‟s perception of the website‟s ease of use increases, leading to increased service value
and perceived control over the process, which increases customer satisfaction. Sunil, Krishnan
&Claes (2005) found out that CRM applications is positively associated with improved customer
knowledge and improved customer satisfaction. They also contend that gains in customer
knowledge are enhanced when firms share their customer-related information with their supply
chain partners. Ali and Mohammad (2011) while studying the relationship between organizational
culture and customer satisfaction in Bank Mellat. Found out that, results based on Pearson
correlation ratio tests,

45
 CHAPTER FIVE
DISCUSSION, CONCLUSIONS AND
RECOMMENDATIONS

5.0 Introduction
In this chapter, the researcher presents the findings, makes conclusions and
gives recommendation based on the findings of the study. The researcher
also highlights the areas for further research.

46
linear regression and Fi iedman Variance analysis in indicate The existence of positive
significant relation between organizational culture and customer satisfice

5,1 Findings
The purpose of the study was to investigate whether there is a relationship between
Development of Technology Service and Customer Satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia. It was based on three
objectives. These were; to determine thG level Development of Technology Service in
Selected Telecommunication Companies in Mogadishu, Somalia, to determine the level
of Customer Satisfaction in Selected Telecommunication Companies in Mogadishu,
Somalia and to establish whether there is a significant relationship between
Development of Technology service and c u s t o m e r satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia. The finding from these
objectives are highlighted objective by objective below

5.1.1 Level Development of Technology Service in Selected

Telecommunication Companies in Mogadishu, Somalia
The level of Development of Technology Service in Selected Telecommunication
Companies in Mogadishu, Somalia was high with (mean = 3.05). This implies that
technological development in telecommunication companies in Mogadishu, Somalia is
high. The managers perceive that technology in communication networks has grown.
The highest ranked item under this construct of development of technology was about
whether quality of customer support service would be an influential reason in your
decision to switch service providers was ranked the

47
highest with (mean = 3.49, Std. D. = 0.684) interpreted as veiy high. This means that
users of telecommunication networks are remarkably influenced by customer support
service. The lowest ranked item was about whether customer contact personnel have
the appropriate product and problem knowledge to solve your problem with (mean —
2.26, Std. D = 0.762) interpreted as low. This means that customer contact personnel
are perceived not to have appropriate product and problem knowledge to solve clients
or customers‟ problems. This reduces customer satisfaction, trust and loyalty

5.1.2 Level of Customer Satisfaction in Selected Telecommunication

Companies in Mogadishu, Somalia
The overall level of Customer Satisfaction in Selected Telecommunication
Companies in Mogadishu, Somalia, was high with (mean — 3.11). This means that
customers of telecommunication networks are satisfied with the services provided by
telecommunication networks. The highest ranked item was concerned with whether
customers will go on using a certain telecom n e t w o r k k ii respective of change in
operators, this was ranked the highest with (mean = o.45, Std. D 0.657) interpreted as
very high. This shows a level of trust among the telecom users in Mogadishu Somalia.
They are also loyal to different telecommunication networks in Somalia. The lowest
ranked item under this vai iable was about whether customers are satisfied with the
overall service quality offered by the telecommunication n e t w o r k k. This was ranked
12"‟ (last) with (mean = 2.62, Std. D = .723) interpreted as high. Though this was ranked
the lowest, its mean is still high. This means that customers are satisfied with the overall
service quality offered with sei„vices offered by different telecommunication network.

48
5.1.3 Relationship between Development of Technology service and customer
satisfaction in Selected Telecommunication Companies in Mogadishu,
Somalia
The results indicate that there is a positive significant relationship between
Development of Technology service and customer satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia (r = .683).The results also
indicate that (sig. = 0.000) which is less than 0.05. This leads to the rejection of
null hypothesis that there is no significant relationship between Development of
Technology service and customer satisfaction in Selected Telecommunication
Companies in Mogadishu, Somalia. The results indicate that as the level of
technological development incrCases, the level of customer satisfaction also
increases.

49
5.2 Conclusions
The researcher, base on the purpose of the study made the following
conclusions in terms of strength and weaknesses.

5.2.1 Strength
The level of Development of Technology Service in Selected Telecommunication
Companies in Mogadishu. Somalia was high. The managers perceive that technology in
communication networks has grown. In terms of whether quality of customer support sei vice
would be an influential reason in your decision to switch service providers, this was ranked the
highest. This means that users of telecommunication networks are remarkably influenced
by customer support service. The second highest rammed item concet„ned whether the
customer contact personnel are able to provide the required information.

The level of Customer Satisfaction in Selected Telecommunication Companies in

Mogadishu, Somalia, was high. This means that customers of telecommunication networks
are satisfied with the services provided by telecommunication networks. The highest ranked
item was concerned with whether customers will go on using a certain telecom networl‹
irrespective of change in operators, interpreted as very high. This shows a level of trust
among the telecom users in Mogadishu Somalia. They are also loyal to different
telecommunication networ1‹s in Somalia
5.2.2 Weaknesses

Concerning development of technology, the lowest ranked item was about whether
customer contact personnel have the appropriate product and problem knowledge to solve
your problem, interpreted as low. This means that customer contact personnel are
perceived not to have appropriate product and problem

50
knowledge to solve clients or customers‟ problems. This reduces customer satisfaction, ti
ust and loyalty.

Concerning customer satisfaction, the lowest ranked item under this variable was about
whether customers are satisfied with the overall service quality offered by the
telecommunication network, interpreted as high. Though this was ranked the lowest, its
mean is still high. This means that customers are satisfied with the overall service quality
offered with services offered by different telecommunication network.
5.2.3 Testing Hypothesis

The hypothesis of the study was “there is no significant relationship between

development of technology services and customer‟ satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia.” The researcher rejected the null
hypothesis. The researcher therefore concluded that theie is a significant relationship
between development of technology services and customer satisfaction in Selected
Telecommunication Companies in Mogadishu, Somalia.
5.3 Recommendations
Basing on the findings of the research, made the following recommendations;
1. The findings show that there are still some challenges in ter rns of problem knowledge
of different customer service providers. There is therefore a need to train and
induct different customer care service providers in different telecommunication
networks.

2. Concerning customer satisfaction, there is a need to improve on the quality of

services rendered to clients of different telecommunication networks.Thought
the response mode was high, it still shows the sign of low rate quality piovided
by telecommunication network.

51
 3. Development and research department of different telecommunication
Companies in Mogadishu, Somalia should Improve on ieseai cli so as to
make services accessible so as to increase the satisfaction of consumei s.
Since the results revealed that increase in technology developiaient leads to
increase in customer satisfaction, therefore there is a need to continually
develop new technologies to continually satisfy customers‟ wants.

5.4 Areas for Further Study

The researcher suggested the following stud y areas for future reseai ciders,

l. Relationship between the adoption of technology and customers

satisfaction among telecommunication risers.
2. Trust in electronic technologies and customizer loyalty.

52
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