Service quality, customer satisfaction and loyalty among industrial customers of a public electricity utility in Malawi

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Abstract: Purpose – The purpose of this paper is to assess the relationship between service quality, customer satisfaction and customer loyalty among industrial customers of the public electricity utility organisation in Malawi using correlation and regression analyses.Design/methodology/approach – A cross‐sectional survey was used with a sample of 92 respondents drawn from a population of 286 industrial customers of the public electricity utility in the Southern Region of Malawi. Data were collected using a pre‐tested questionnaire based on SERVQUAL and multi‐item scales to measure customer satisfaction and loyalty.Findings – The findings suggest that the service quality is poor irrespective of demographic characteristics of the industrial customers. Furthermore, the findings show that the public electricity utility industrial customers are dissatisfied with the service offered and are disloyal to the public electricity utility. However, the level of loyalty is moderated by level of consumption. Large consumers ar...

Keywords: Service quality, Customer satisfaction, Customer loyalty, Public service, Electricity utility,