Abstract:

The study examined the effect of electronic service quality on customer loyalty with specific reference to the telecommunications sector of Botswana. In this context, the study focused on the players in the mobile telecommunications sector of Botswana, that is, BTC, Mascom and Orange Botswana. The study adopted a quantitative survey that was guided by the positivist research philosophy. The study sample comprised of 450 subscribers of mobile telecommunication services in Botswana who took part in an online survey undertaken through a structured questionnaire. The analysis of research data was done using the Statistical Package for Social Sciences in which multiple linear regression analysis was adopted as the method of data analysis. The study found that the efficiency of e-services had a significant positive effect on customer loyalty of mobile telecommunication service subscribers in Botswana (β = 0.751, p = 0.000<0.05). It was also found that there existed a significant direct relationship between fulfilment and customer loyalty of mobile telecommunication service subscribers in Botswana (R = 0.519, p = 0.000<0.05). The study further found that there existed a significant positive relationship between service availability and customer loyalty of mobile telecommunication service subscribers in Botswana (β = 0.638, p = 0.000<0.05). The study concluded that efficiency, fulfilment, and service availability had a significant positive effect in customer loyalty in the telecommunications sector of Botswana. The study recommended the improvement of service efficiency; mitigating regular transaction timeouts; enhancing customer knowledge management and customer relationship management; undertaking of gap analysis and conducting of quality circles.

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