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UNIVERSITY OF NAIROBI
THE EFFECTS OF CUSTOMER FEEDBACK IN SAFARICOM COMPANY
[A CASE STUDY OF NAKUMATT MEGA CUSTOMER CENTRE]
BY: MADASA ANNE KOMORA
REG NO: LI37/23763/2013
A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF
THE REQUIREMENT OF THE AWARD OF DIPLOMA IN PUBLIC
RELATIONS OF UNIVERSITY OF NAIROBI.
JUNE 2014
DECLARA TION
This research project is my original work and has not been submitted to any other University. No
part of this research should be reproduced without my consent or that of University of Nairobi.
ANNE M. KOMORA ...~~ .
Student Signature Date
Declaration by the Supervisor
ABSTRACT
The objective of this study was to investigate the effects of customer feedback in Safaricom
Company with special reference to Nakumatt Mega customer centre. The specific objectives
were; to establish the extent to which customer feedback affects the running of the organization,
to find out the various channels through which customers give their feedbacks to the
organization, to determine the effect customer feedback has on both employees and managers.
The population of the study was the staff of Safaricom Limited in Nakumatt Mega customer
centre in the different departments. A sample of 156 respondents was drawn using stratified and
simple random sampling procedure from a population, which was heterogeneous. The population
was divided into different levels of categories. The study used questionnaire as a data collection
tool. The questionnaire was pre-tested to ensure clarity of the questions. Data was analyzed using
quantitative and qualitative techniques and then presented using descriptions and tables.
The study established that customer feedback affects training and it encouraged repeat purchase
by customer. It also found that customer feedback determines the quality of services provided by
Safaricom and contributed to product innovation. Based on these findings it was concluded that
the feedback from customer leads to training of staff, which in turn increases the organization's
profit. This shows that customers are the prime determinants of quality in many areas. The
organization has to learn from its customers as without feedback, the organization would make
many mistakes that discourage customers from buying products and services. Feedback affects
customer retention in the organization indicating that feedback is the backbone of any customer
retention efforts by organizations.
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