An Evaluation of Customer Satisfaction with Botswana Television (BTV) Programming Using the Gap Model for Data Analysis

Abstract

Providing customers with the best service delivery to satisfy their needs and wants in the television industry has been a very challenging task for Botswana Television (Btv) which came in very late in the industry after many countries have long been enjoying the benefits of the industry. Btv faces criticism from clients who have been watching TV broadcast from other countries like South Africa, Zimbabwe and from DSTV. For customers to be satisfied, they usually compare their perceptions of a service experience to their expectations. Expectations which are built based on their past experience, word of mouth and advertisements which they expect to be matched or exceeded by Btv as a service provider. However, there is always a difference between what customers expect of a service and what service providers perceive that customers expect. Where perceived performance exceeds a consumer’s expectations, the consumer will be satisfied, but where performance falls short of the consumer’s expectations, the consumer will be dissatisfied. This research wishes to investigate to extent to which customers are satisfied with Btv programmes and proposes improvements to Btv management in order to meet such expectations.

Keywords: Botswana Television, Customer Satisfaction, Expected Service, Perceived Service, Gap Model

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