Abstract

Background:These analysed factors affecting LUKU service customer satisfaction in Tanzania: A case of TANESCO Nyang’hwale. The following objectives guided the study: (1) To assess the effect of Reliability on customer satisfaction, (2) To evaluate the influence of Tangibles on customer satisfaction, (3) To determine the effect of Responsiveness on customer satisfaction, (4) To examine the influence of Assurance on customer satisfaction, and (5) To assess the effect of Empathy on customer satisfaction. Methodology:The study was anchored on the SERVQUAL model, which outlines five key dimensions of service quality influencing customer satisfaction. It adopted a positivist research philosophy and employed a deductive research approach. A quantitative research design was used to quantify the relationships between service quality dimensions and customer satisfaction. The target population comprised LUKU service customers in Nyang’hwale District. A sample size of 208 respondents was selected using simple random sampling to ensure each customer had an equal chance of being included. Data were collected using structured questionnaires. Analysis was conducted using STATA Version 16 software, where multiple linear regression was employed to determine the influence of each service quality dimension on customer satisfaction. Results: Findings showed that Tangibles (B = 0.685, p < 0.001), Empathy (B = 0.310, p < 0.001), Reliability (B = 0.332, p < 0.001), and Assurance (B = 0.161, p = 0.011) had significant positive effects on customer satisfaction, while Responsiveness (B = 0.068, p = 0.414) was not statistically significant. In conclusion, service quality dimensions particularly Tangibles, Empathy, and Reliability play a critical role in shaping customer satisfaction with LUKU services. It is recommended that TANESCO prioritize improvements in Tangible service aspects, staff empathy, and service reliability to enhance overall customer satisfaction.