Impact of Complaints Handling Quality on Customer Satisfaction and Loyalty Case study : Telecommunication companies in Khartoum State

Abstract

The aim of this research was to assess customer satisfaction and loyalty on complaints handling quality, due to importance of telecommunication industry in business development and life style changing, we use it as case research. The population of the research cover sample of the customer of Mobile companies in Sudan and the sampling approach in this research was simple random sampling method were targeting the customers who use customer service center as a channel of raising complaints and the sample was taken from west of Omdurman area to cover 150 sample and response rate is 99%. Data were collected using questionnaires which were designed specifically for customer have complaint. The research results revealed that, there is a statistically significant impact of the overall dimensions of complaint handling (Reliability, Responsiveness, Assurance, Empathy and Tangibility) on customer satisfaction, and there a positive relation between the way of handling complaints and customer loyalty. This research recommends that, Mobile company should assess the gaps in responsiveness of complaint by preventing problem before it occur and give the customer service employee all information that can speed up the feedback and complaint resolution. Important part is to build customer data base that can reflect the service quality perceived by the customer and measure his satisfaction during his life cycle with the company, these data base can be more intelligent to predict the complaint and the reaction of the customer and it can automate the feedback and resolution. The research also recommend to consider the regional customer in the research in order to assess if the different culture and needs can impact the service dimension related to complaint handling and if it can affect their satisfaction and loyalty.