Influence of Service Quality on Customer Satisfaction at Seven-Up Bottling Company Tanzania Limited, Mbeya Branch

Author

Geophrey Kayanda

Abstract

 This study examined the influence of service quality on customer satisfaction at Seven-Up Bottling Company Tanzania Limited Mbeya Branch. The study was guided by Expectation Confirmation Theory and adopted a quantitative research approach using a descriptive research design. Data were collected from 384 customers, of whom 356 successfully responded, representing a response rate of 92.7%. Primary data were collected through structured questionnaires using a five-point Likert scale, focusing on six dimensions of service quality: consistency and dependability of service delivery, efficiency of service provision, staff professional competence, fulfilment of service commitments, clarity of service procedures and staff courtesy. Data were analysed using descriptive statistics, including frequencies, percentages, means and standard deviations. The findings revealed that customers generally perceived the service quality of Seven-Up Bottling Company Tanzania Limited Mbeya Branch positively, with an overall mean score of 4.02. Staff courtesy and respectful conduct recorded the highest mean score of 4.17 (SD = 0.86), followed by consistency and dependability of service delivery at 4.06 (SD = 0.89) and staff professional competence at 4.05 (SD = 0.91). Fulfilment of service commitments recorded a mean of 3.99 (SD = 0.95), while service efficiency and clarity of service procedures recorded comparatively lower means of 3.94 (SD = 0.97) and 3.90 (SD = 1.02), respectively. The findings indicate that reliable service delivery, professional employee conduct, competence and courteous customer interactions are important aspects of service quality associated with positive customer experiences. However, the comparatively lower ratings for service efficiency and clarity of procedures indicate areas requiring continuous improvement. The study concludes that service quality is an important factor influencing customer satisfaction at the Mbeya Branch and recommends continuous employee training, improvement of service processes, reduction of service delays, clearer communication of service procedures and regular use of customer feedback to strengthen service quality and enhance customer satisfaction. 

Keywords

SERVQUAL, service delivery, customer care, Customer loyalty, consumer retention, SBC Tanzania, beverage industry

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