The Impact Of Voucher Card Selling Service Outsourcing On Service Quality Of Distributors A Case Study On Ethio Telecom

Business process outsourcing has been rapidly growing during the past decade and today mostrncompanies outsource their product and service to sell through the indirect channel which helps tornget additional sources of market share and revenue that normally are not attainable with directrnsales. Apart from this Outsourcing brings quick and Quality of service to customers and qualityrnservice is a vital antecedent of customer's satisfaction which in turn customer satisfaction isrnbelieved to affect post-purchase, perception and future decisions of customers. The purpose of thisrnresearch is to assess the impact of voucher card selling service outsourcing on service quality ofrndistributors. The study covers all sub-distributors which distributes the voucher card getting fromrnmain distributors to retailers in Addis Ababa. To meet this objective, quantitative research strategyrnwas adopted and quantitative data was collected from sub- distributors’. Descriptive statistics likernfrequency, mean and correlation analysis techniques were applied to analyze backgroundrninformation of respondents, to analyze respondents’ perception on service delivery quality andrnsatisfaction as well as relationship between service quality dimensions, overall service deliveryrnquality and sub- distributors’ satisfaction. In addition, regression analysis technique wasrnundertaken to investigate the impacts of service quality dimensions on sub-distributors’rnsatisfaction as well as to test the hypothesis developed. The finding of the study shows that sub-rndistributors are moderately satisfied on responsiveness, assurance and tangibility while they arerndissatisfied on reliability and empathy of main distributors’ when compare to other. In addition,rnthe relationship between service quality dimensions and customer satisfaction was analyzed andrnthe result shows all service quality dimensions have positive and significant relation with sub-rndistributors’ satisfaction. The finding also shows that a positive relationship between overallrnservice quality and sub-distributors’ satisfaction which implies the higher the quality of overallrnservice, the higher the level of sub-distributors’ satisfaction. From this finding, it can be concludedrnthat main distributors can improve its service by mostly focusing on reliability and empathy servicernquality dimensions and at the same time it can increase sub-distributors’ satisfaction by focusingrnon overall service quality and important dimensions.rnKeywords: outsourcing, voucher card, main distributors, sub-distributors

Get Full Work

Report copyright infringement or plagiarism