UNIVERSITY OF NAIROBI

THE EFFECTS OF CUSTOMER FEEDBACK IN SAFARICOM COMPANY

[A CASE STUDY OF NAKUMATT MEGA CUSTOMER CENTRE]

BY: MADASA ANNE KOMORA

REG NO: LI37/23763/2013

A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENT OF THE AWARD OF DIPLOMA IN PUBLIC

RELATIONS OF UNIVERSITY OF NAIROBI.

JUNE 2014

DECLARA TION

This research project is my original work and has not been submitted to any other University. No

part of this research should be reproduced without my consent or that of University of Nairobi.

ANNE M. KOMORA ...~~ .

Student Signature Date

Declaration by the Supervisor

ABSTRACT

The objective of this study was to investigate the effects of customer feedback in Safaricom

Company with special reference to Nakumatt Mega customer centre. The specific objectives

were; to establish the extent to which customer feedback affects the running of the organization,

to find out the various channels through which customers give their feedbacks to the

organization, to determine the effect customer feedback has on both employees and managers.

The population of the study was the staff of Safaricom Limited in Nakumatt Mega customer

centre in the different departments. A sample of 156 respondents was drawn using stratified and

simple random sampling procedure from a population, which was heterogeneous. The population

was divided into different levels of categories. The study used questionnaire as a data collection

tool. The questionnaire was pre-tested to ensure clarity of the questions. Data was analyzed using

quantitative and qualitative techniques and then presented using descriptions and tables.

The study established that customer feedback affects training and it encouraged repeat purchase

by customer. It also found that customer feedback determines the quality of services provided by

Safaricom and contributed to product innovation. Based on these findings it was concluded that

the feedback from customer leads to training of staff, which in turn increases the organization's

profit. This shows that customers are the prime determinants of quality in many areas. The

organization has to learn from its customers as without feedback, the organization would make

many mistakes that discourage customers from buying products and services. Feedback affects

customer retention in the organization indicating that feedback is the backbone of any customer

retention efforts by organizations.

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The study therefore recommends that the management should carry out research surveys

amongst the customers which would give a reflection of their feelings about the company's

products and identify their needs.

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