Service quality and customer satisfaction at the point of sale: a comparison of superdoll Tanzania and superdoll Zambia Ltd.

Abstract

Worldwide competition and technological expansions have intensely increased product awareness and available choices to customers. In this case, customers have become more refined and demanding and their expectations with a product have risen. In this case, sellers need to provide convincing arguments to gain market share and retain customers. The general study objective was assessing Service Quality and Customer Satisfaction at the point of sale at Superdoll Company, in Tanzania and Zambia. Convenient sampling was used to collect data through a self-administered structured questionnaire. A sample size of 208 was taken using convenient sampling. T-test was applied in assessing the gap between expected and performed service using SPSS version 23. The results indicates the greatest service expectation score in on service empathy and the lowest is on service assurance and that the greatest overall perception gap was empathy and the lowest was tangibility. More so, it proved that clients awareness of Service Quality that Superdoll offers met the customers expectations. Moreover, the respondents are unlikely to switch to another service provider as well as likely to recommend. The study recommends continued investigation of service quality and Customer satisfaction. Manufacturing companies need not to depend on profit margin but also improve approaches that will help them apprehend customer perceptions.