The impact of service quality on customer satisfaction. A case of Tobacco sales floor .

Abstract

Due to the intense competition faced by Tobacco Sales Floor, service quality has posed to be the strategy that can be adopted by the service organization in order for them to succeed. For the past 3 years Tobacco Sales Floor has been experiencing a constant decline in their sales volume and this has led the researcher to focus on the impact of service quality on customer satisfaction. The study aims at identifying the most appropriate service quality dimensions that can be used by Tobacco Sales Floor to improve its service quality. The researcher used the SERVQUAL model for identifying the most relevant dimensions. The researcher used descriptive and exploratory research designs so as to fully examine and explore into the research objectives. 30 questionnaires were administered to both the employees and customers, the employees used in the study were only the front line employees that is employees from the customer service department only, and the researcher used the tobacco farmers registered with Tobacco Sales Floor from the Beatrice region in Harare. The results indicated that service assurance, service responsiveness and service empathy have an impact on customer satisfaction. From the results obtained the researcher recommended the organisation to upgrade their machinery so as to improve service efficiency and also invest in internal marketing. Tobacco Sales Floor also improve on customer service.