An assessment of the impact of service quality on customer loyalty among generation 'Y' customers in the cell-phone industry in Zimbabwe

Abstract

Studies done by various researchers show that there is a positive link between quality of service and loyalty of customers in different facets of the industry. The effect of service quality on generation Y customers has received little attention from researchers. As a result of the dramatic changes in technology and customer connections with the cell- phone service industry, the researcher was keen to understand the impact of service quality on generation Y customer loyalty, particularly in the cell phone service industry in Harare, Zimbabwe. Generation Y- (people aged between 18-35years) were the target population because they are very much technologically active. Empirical data was obtained through self- administered structured questionnaires, to a target population of 300. A quantitative research approach has been applied in this study. A Statistical Package for Social Sciences (SPSS) was employed to synthesise the data. The tests conducted include frequency tests, reliability tests, descriptive statistics, factor analysis, and correlation and regression analysis. Findings from analysis of data on five dimensions of service quality (tangibility, reliability, responsiveness, empathy and assurance) shows that tangibility of services, empathy and assurance play a very important role on generation Y customer loyalty to a cell phone service provider. The results contribute soundly to scholars, mobile service providers and marketing managers in their endeavour to lure and harness the youth market.