Assessment of customer satisfaction towards mobile money transfer services in tanzania: case study of vodacom’s m-pesa




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CHAPTER FOUR

4.0 DATA FINDINGS, ANALYSIS AND DISCUSSIONS


This section discusses data analysis and respondents under the context which the research was done on Customer satisfaction towards mobile money transfer services (M-Pesa). The same questionnaire was administered three municipals in the City of Dar es salaam. The findings of the study are presented according to the specific research questions in the form of tables. The respondent rate was 100 percent which is favorable to make conclusions. The collected data were edited and coded. Data analysis was done using frequencies and percentages.

    1. General information


This section presents data on the general information on the respondents such as gender, employment status and level of education and age.
4.1.1 Gender of Respondents

Data of the gender respondents is presented in table 4. 1.



Table 4.1: Gender of Respondent


Gender

Frequency

Percentage (%)

Male

64

64

Female

36

36

Total

100

100
Source: Field data (2011)

Table 4.1. Shows that the largest groups of respondents were males, at 64% while their female counterparts were only 36%. This implies that male is involved much on mobile money transfer services (M-Pesa) as they use M-Pesa for business activities which much involve the use of M-Pesa services as for buying of materials for business transactions. Female has been using M-Pesa services to cover various transactions including shopping, paying for Electricity bills, water bills and other domestic uses.


4.1.2 Age Patterns of the Respondents

Data of the age patterns respondents is presented in table 4.2.


Table 4.2: Age of Respondents

Municipal

Less than 30 yrs

Between 31 and 40 yrs

Between 41 and 50 yrs

Above 50 yrs

Total

Ilala

Kariakoo

25%

45%

20%

10%

100%

Buguruni

30%

52%

13%

5%

100%

Temeke

Mbagala

14%

56%

24%

6%

100%

Tandika

19%

49%

20%

12%

100%

Kinondoni

Manzese

25%

51%

12%

12%

100%

Kimara

20%

55%

15%

10%

100%

Mwenge

27%

65%

5%

3%

100%

Source: Field data(2011)
The majority of the respondents were of age between 31 and 40 where by in Ilala Municipal (Kariakoo area) data shows that 45% at this age they confirmed to use mobile money transfer services (M-Pesa), where by only 25% who were at the age below 30 years confirmed to use mobile money transfer services (M-Pesa) while the age between 41 and 50 years only 20% confirmed to use this service. Those with the age above 50 years data show that only 10% were using M-Pesa services. For Buguruni area in the same municipal data showed the same results with the higher response on those with the age between 31 and 40 years who confirmed on the use of M-Pesa at 45% which is higher compared to other group of age, less that 30 years only (30%), between 41 and 50 years only (13%) and those with above 50 years (5%). The data shows that, Ilala municipal on the selected area most of people who are using M-Pesa are those with the age between 31 and 40 years.
In Temeke municipal respondents on the selected area for study (Mbagala and Tandika) shows that the age between 31 and 40 years has been using M-Pesa for their daily transaction to accomplish their needs, for Mbagala (56%) and 49% for Tandika while the age below 30 years was 14% and 19% for Mbagala and Tandika respectively and those with the age between 41 and 50 years was 24% and 20% for Mbagala and Tandika respectively and for those with the age above 50years the respondents shows that only 6% and 12% for Mbagala and Tandika respectively.At this municipal still the respondents with the age between 31 and 40 years confirmed to use M-Pesa. In Kinondoni municipal the respondents on the selected areas (Manzese,Kimara and Mwenge) those with the age between 31 and 40 years shows that 51%,55% and 65% at Manzese,Kimara and Mwenge respectively are using M-Pesa where other group of age were less active on the use of this service where by with the age less than 30 years, data shows that 25%,20% and 25% for Manzese,Kimara and Mwenge respectively, while the group of age above 50 years shows that ony 12%,10% and 3% for Manzese,Kimara and Mwenge respectively are using M-Pesa. Table 4.2 shows the analysis of this data and it prove that customers who are using M-Pesa service are those with the age between 31 and 40 years. This group of age is the one which involve much on business issues and other activities which involve the use of money hence the M-Pesa is the best and efficiency method to transfer money for boosting their transaction therefore they are satisfied with the use of mobile money transfer services (M-Pesa) (table 4.2 above).

    1. Quality of service provided by M-PESA


The respondents were asked to rate the quality of service provided by Vodacom on M-Pesa service. If the rate was ‘poor’ the respondents were asked to highlight the most common problems they encounter in relation with M-Pesa services.
Table 4.2: Quality of service provided by Vodacom M-Pesa


Response

Frequency

Percentage (%)

Excellent

21

21%

Very good

56

56%

Average

17

17%

Poor

6

6%

Total

100

100%
Source: Field data (2011)
As shown in table 4.2 above, 21% of the respondents rated the quality of service of Vodacom M-Pesa as excellent, 56% rated very good, 17% rated average and 6% rated the quality of service of Vodacom M-Pesa as poor. This implies that the respondents shows that the quality of service of Vodacom M-Pesa is acceptable within the society, the report from TCRA shows that users of Mobile money transfer services (M-Pesa) are estimated to be more than 10 million people. While the report from Vodacom estimates that the transactions on M-Pesa services are growing at a rate of 1.5% per week, these shows that customers are satisfied with the services. (Vodacom report March 2011).

    1. Efficiency of Vodacom M-Pesa services

Respondents’ shows that the use of vodacom M-Pesa is more efficiency and it enable customers to effect transactions effectively in timely manner.Respodents were asked to rate the service if it was ‘poor’, average, very good or excellent.




Response

Frequency

Percentage (%)

Excellent

40

40%

Very good

45

45%

Average

12

12%

Poor

3

3%

Total

100

100%
Table 4.3: Efficiency of Vodacom M-Pesa services

Source: Field data (2011)
As shown in the table 4.3 above, the research has found that Vodacom M-Pesa service is an efficiency service. 40% of the respondents rated the service to be excellent efficient, 45% rated the service to be very good efficient, only 12% rated the service to be average efficient and only 3% of the respondents rated the service to be poor efficiency. From the above data in the table above Vodacom M-Pesa service said to be efficient service users of the service both sender and receiver has satisfied with the service. Senders has been using very short time for the service to either send money without no delay and the receivers has satisfied with the service through receiving money even those with no bank account. All these group of customer they confirmed to satisfy with the service delivery.

4.4 Quality of life improvement and type of benefits realized from m-pesa service


Through the use of mobile money transfer services customers has recorded some benefits which can be said improved their quality of life. This life change can not be solely attached to the individuals but it has also to be counted as an achievement to the entire economy. This is when we can measure the effect that mobile money transfer services (Vodacom M-Pesa) have to the economy of the country as a whole. A few areas which are components of life and which are necessities were tested to see if the respondents have managed to achieve positively on those items. The items were such as to use M-pesa service for paying school fees for children, use of M-Pesa services for house constructions, Use of Vodacom M-Pesa service for house renovation, for meeting daily family expenses, for meeting medical expenses, for buying clothes, for winning social recognition etc.
The research has found some significant changes that have been realized by the respondents. A good number have indicated that through the use of mobile money transfer services (Vodacom M-Pesa) they use for paying school fees of their children. The result shows that 62% use M-Pesa to pay school fees for their children. The remaining 38% can be assumed to have no responsibility of paying school fees either they don’t have children or they have already done the responsibility such that they are no longer obliged. Table 4.4 shows the results.
Table 4.4: Vodacom M-Pesa services for paying school fees


Respondents

Frequency

Percentage

Yes

62

62%

No

38

38%

Total

100

100%
Source: Field data (2011)
One of the most important aspects in life is to meet daily expenses. These expenses can be food, water, energy such as electricity and other many. The study has shown that those whoa are using vodacom M-Pesa can meet these requirements easily through this service. The testimonies given by the respondents have created a positive impression for the same.
Among the respondents 84% have appreciated and said they are using M-Pesa for family and individual expenses (paying of electricity bills, water bills etc) while 16% indicated that they are not using the service.
Table 4.5: Vodacom M-Pesa services for meeting daily family expenses

Respondents

Frequency

Percentage

Yes

84

84%

No

16

16%

Total

100

100%

Source: Field data (2011)

The question of health is a very serious one and poor health is a source of many deaths. Poor health can be attributed to being unable to access health services due lack of cash. Services can be also available but if one does not have money for buying the service, it can lead to deterioration of his health and consequently death. The use of mobile money transfer services (Vodacom M-Pesa) has bridged this gap hence enabled to effect payment at par and therefore improving their standard of living. This is evidenced by the respondents, 75% of whom have said that they can meet medical expenses through the use of Vodacom M-Pesa service. This is a good indicator of how Vodacom M-Pesa services have improved the quality of life of the people. See table 4.6.


Table 4.6: Vodacom M-Pesa services for medical expenses



Respondents


Frequency


Percentage


Yes

75

75%

No

25

25%

Total

100

100%
Source: Field data (2011)

4.5 Employment creation through the use of vodacom M-pesa services


Employment has been a problem in our country such that the proportion of people who get formal employment is very small as compared to that of those who are not employed in the formal sector. The only refuge for such people is to get engaged in the use of running of Vodacom M-Pesa as vendors. Those who are running these services are said to be employed, and also they need to employ others for easing transaction. This in itself can be a gate way for other people also to earn their living and improve their quality of life by being employed whether by super dealers of vendors.
The study shows that mobile money transfer services (Vodacom M-Pesa) have created some employment to other people .The study shows that 77% of Vodacom M-Pesa vendors have managed to employ other people to help them in doing the business and the remaining 23% are running the service for their own without any employees. This is a very good achievement in the economy and if well nurtured, this sector can rescue the situation of high level of unemployment in the country. The government therefore has a big task to ensure that this sector is growing and becomes one of the big employers of the unemployed.
Table 4.7: Vodacom M-Pesa services Vendors Employment status


Respondents

Frequency

Percentage

Employed

77

77%

Owner

23

23%

Total

100

100%
Source: Field data (2011)

    1. Allocation of cash-points for M-pesa services


Allocation of cash point shops has been the matter of fact as the problem addressed in this research where by 10% of the respondents who receives their money through M-Pesa services said that they travel above 20 kilometers for the service, 35% travel the distance between 0 to 5 kilometers, 20% of respondents travel 11 to 15 kilometers, 15% of the respondents travel 16 to 20 kilometers and 20% of the respondents travel 6 to 10 kilometers for the service. Table 4.8 shows the summary of the respondents.



Kilometers


Frequency


Percentage


0-5

20

35%

6-10

20

20%

11-15

10

20%

16-20

15

15%

Above 20

10

10%

Total

100

100%
Table 4.8: Summary of the respondents

Source: Field data (2011)


4.7 Availability of power in rural areas

Receivers of mobile money transfer services have been challenged with another problem of lack of power to charge their handset. The respondents through questionnaire 65% of the respondents stated that among of the problem which hinder this service is power problem in rural areas where by they spend one two days their mobile phone are off air as the result of low battery the source of power they depend on is both generator and solar charger, 25% of the respondents explained that they use mobile solar charger while 27% of the respondents explained that they depend on power from generator. Only 3% of the respondents stated that they have no specific source to charge their phones and they depend on charging their phones where there is chance to travel to area with power availability. This indicate that the mobile phone companies they not consider as their basic responsibility to establish stable source of power for charging mobile phones hence money transfer and other mobile phone services to be effective. Table 4.9 below shows the distribution of power for mobile phone charging used on MMT services.





Source of power


Frequency


Percentage


Solar charger

25

25%

Generator

27

27%

Other sources

3

3%

Both solar and generator

45

45%

Total

100

100%



Table 4.9: The distribution of power for mobile phone changing used on MMT services
Source: Field data (2011)

4.8 Chapter summary


This chapter presented the results and findings of the data collected during the research period. The chapter presented and explained data on the general information of the three municipals of the City of Dar es salaam (Ilala, Temeke and Kinomdoni) on few selected areas within these Municipals (namely Tandika, Mbagala, Kariakoo, Buguruni, Manzese, Mwenge and Kimara). Responses of the respondents on the research objectives of the project were summarized.Tables were used to present the data and percentages were used to interpret the data.
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