Assessing the Effectiveness of Customer Feedback on Customer Service Quality: A Case Study of Airtel

This study assesses the effectiveness of customer feedback systems at Airtel Zambia, focusing on their role on customer service quality. Grounded in Market Orientation Theory (Kohli & Jaworski, 1990) and the Resource, Based View (Barney, 1991) [2], the research examines how Airtel collects, analyzes, and integrates customer insights. Using a mixed, method approach, data were gathered from 25 customers and 25 Airtel employees in Lusaka. Findings reveal that while Airtel employs multiple feedback channels, including SMS, USSD, social media, and service centers, weak integration, poor responsiveness, and limited real, time analytics constrain effectiveness. Results highlight the importance of institutionalizing feedback processes, strengthening inter, departmental communication, and investing in digital tools to enhance responsiveness and innovation. The study contributes to literature on customer, centric strategies in emerging markets and provides practical insights for telecom operators navigating competitive environments.