Factors Affecting Customer Satisfaction on Broadband Internet Services of Ethio-telecom: The Case of Small and Medium Enterprise Customers in Hawassa City, Ethiopia

In the era of information, the importance of communication is becoming crucial to carry out any<br> activity in the world. However, the broadband internet service problem is an obstacle to FBBI<br> subscribers’ of Ethio telecom on small and medium enterprise customers in Hawassa city.<br> Hence, these overarching challenges prompted research with the objective of examining factors<br> affecting customer satisfaction on broadband internet service of Ethio-telecom using data from<br> small and medium enterprise customers in Hawassa city. In order to achieve this objective, both<br> primary and secondary data were collected from 289 small and medium enterprise customers in<br> Hawassa city using a simple random sampling technique. The researcher mainly uses a<br> quantitative research approach with an explanatory research design. The data collected via<br> questionnaire was analyzed using SPSS version 20 as a data analysis tool. The researcher used a<br> multiple linear regression model to analyze factors affecting customer satisfaction. The result of<br> the study indicated that the quality of service, bill payment, and maintenance has a statistically<br> significant effect on small and medium enterprise customers’ satisfaction in Hawassa city at a<br> 5% level of significance. Based on the findings of the study, the study suggests that broad band<br> internet service providers should develop appropriate marketing strategies by taking into<br> consideration of network quality (strong network coverage, infrequent call drops, minimum time<br> required for dialing numbers, voice clarity), product diversity (increasing promotional offers<br> and value-added services), and facilities for the customers (easy recharge facility, easy utility<br> bills payments, higher speed in internet service, efficient customer care service).