Customer Orientation and Service Quality among National Water and Sewerage Corporation (NWSC) Customers in Kampala.
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Date
2023
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Abstract
This study examined the relationship between customer orientation and service quality among customers of National Water and Sewerage Corporation (NWSC). The objectives were; to examine the relationship between customers’ needs generation and service quality; assess the relationship between information dissemination and service quality; examine the relationship between customer responsiveness and service quality; and examine relationship between customer orientation and service quality among customers of NWSC. The study used a cross sectional design with a quantitative approach to data collection. The unit of analysis were NWSC customers in Kampala. A sample size of 395 customers were targeted, and at least 302 customers responded, giving a response rate of 76.5%. To obtain this sample, the researcher applied stratified random sampling technique where NWSC customers were categorized into five groups including; Commercial, Domestic, Institutional, Industrial and Public Stand Posts (PSPs). Later, simple random sampling was applied to select elements from each stratum. Primary data was obtained using a structured questionnaire instrument. The validity of the instrument was determined using expert judgment and Content Validity Index (CVI). Reliability was determined through a pretest and Cronbach Alpha coefficient. Data was analyzed using SPSS v. 25. The study found that there is a significant and positive relationship between customers’ needs generation and service quality. There was a significant and positive relationship between information dissemination and service quality. The study also revealed that there is a significant and positive relationship between customer responsiveness and service quality. The results revealed that customer orientation is positively associated with service quality among NWSC customers. The study concludes that customer orientation is a vital component for improving service quality. This research recommends enhancing customer orientation to improve service quality among NWSC customers. The study suggests future research; investigating the relationship between customer orientation and service quality from a broader perspective, and longitudinal research; examining the relationship between customer orientation and service quality among NWSC customers.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A).
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Anna, N (2023) Customer Orientation and Service Quality among National Water and Sewerage Corporation (NWSC) Customers in Kampala. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.