CAPE TOWN – South Africa’s largest cellular providers remain among the most highly regarded globally, although customer satisfaction is on the decline.
According to the survey customer satisfaction is at a much lower ebb across the sector seen by the decrease in overall customer satisfaction score – dropping to 73.3 in 2018 which is the lowest since inception of the index.
The commission said mobile prepaid data prices in South Africa were high when benchmarked against a selection of countries and in comparison to other African countries. It said South African prices compared poorly to other BRICS and Southern African Development Community countries, and the operators charged higher prices in South Africa than they do in the other countries in which they operate.
Overall, we are seeing the emergence of perceived value as the new predictor of customer satisfaction. The market is waking up to a new reality and much of this is being driven by extensive media reporting on the regulatory aspects of the market and the prices paid by South Africans versus what they get – customers believe they pay far too much for what they actually get at the end of the day.
Lowest price at best given ‘quality’ is rapidly gaining market favour. This indicates a market shift to a preference for value, and any previous operator advantages in terms of network quality is no longer seen as important by customers compared with price and perceived value.In terms of the drivers of satisfaction and source of complaints, data, service and affordability receive the most mentions.
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