The role of service quality dimensions in improving customer satisfaction in Africa: a multi sector approach

In this study covering various sectors of the continent, the role of service quality dimensions in improving customer satisfaction in Africa was examined. Five variables–reliability, assurance, tangibility, empathy and responsiveness–have generally been used to assess service quality in literature. All of these variables were checked and evaluated their effect on customer satisfaction. Nonetheless, the main aim of this analysis was to rate each of these five variables based on their customer satisfaction level of significance. First, based on empirical analysis, this study found that all five dimensions of quality of service are important predictors of customer satisfaction. Yet reliability is the most powerful indicator of customer satisfaction in Africa, closely followed by assurance, in order to be of significance. Next on the list is third responsiveness, and fourth tangibility. Third, empathy ranked fifth on customer satisfaction in order of significance. The study recommends that significant considerations be given to all five dimensions of service quality by organizations in Africa with respect to their level of customer satisfaction significance.