Prioritising Service Quality Dimensions in Ghana's Mobile Telecom Industry: Implications for Strategic Management and Policy (original) (raw)
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This paper, which was part of a larger study, sought to empirically assess and analyse customer satisfaction (CS) with different dimensions of service quality (SQ) in mobile telecommunication networks (MTNs) in Ghana. It involved a cross-sectional survey that used a self-administered structured questionnaire administered to one thousand respondents of mobile telecom subscribers. The findings indicate that though customers are satisfied with some SQ dimension items, significantly, most of the customers are very dissatisfied with technical quality and economy dimensions of the services of MTNs in Ghana. The management of MTNs in Ghana and policy makers are called upon to focus and redirect attention and effort to ensuring that service quality dimensions that customers are dissatisfied with are improved significantly to meet customer expectations. The paper contributes to the body of knowledge in the area customer satisfaction in the developing countries in general and in Ghana's mobile telecom networks in particular. Theoretical and managerial implications are discussed.
Service Quality and Consumer Choice of Their Preferred Telecommunications Service Provider in Ghana
European Journal of Business and Management Research, 2019
This study examines the effect of service quality on customer choice. Specifically, it investigated the relationship between service quality dimensions and customer choice, examining the effect of service quality dimensions on customer choice and the service quality dimension most preferred by customers. The quantitative research approach was used with a sample of 250 respondents using purposive and convenient sampling technique. Questionnaires were used to collect the data and analyzed using SPSS version 21. With regards to the correlation variables, it showed a strong positive relationship between service quality dimensions and customer choice of a mobile network service provider and the regression variables showed a significant effect between service quality and customer choice indicating that service quality is very important and influence customers' choice in choosing a mobile network service provider. It was recommended that Mobile network service providers should continue to improve on the service quality dimensions (empathy, responsiveness, reliability assurance, and tangibility). Since customers look out for these dimensions when choosing a mobile network service provider.
Analyzing Customers’ Perception of Service Quality of Ghanaian Telecommunication Industry
2015
Competition is supposed to bring about efficiency in the quality of service in an economy. In spite of the establishment of several telecommunication industries in Ghana, the quality of service has been questionable and woefully inadequate. This paper seeks to investigate customer perception of service quality. Therefore, the study was basically a survey based on the use of questionnaire to elite the opinions, attitudes and behaviors of respondents. Descriptive statistic was the main framework used for analyzing the data. The results indicate that customers scribe premium to wider coverage, clarity of calls and affordability of call cards as their expectation of service quality. The findings further revealed that much as customer satisfaction was expected to be a determinant of customer, the results showed otherwise. It can thus be concluded that service quality can translate into customer satisfaction but cannot translate into customer loyalty through customer satisfaction. Keyword...
The aim of the study was to identify the dimensions of mobile telecommunication services in Ghana as well as to develop a model to identify consumer satisfaction. The research was a non-experimental, explorative, quantitative study. Structured questionnaire was used to collect data from a sample of hundred (300) participants from the University of Ghana.The result showed that the majority of the respondents were satisfied with the overall mobile service offered by their service providers. From the results, call quality was found to be the most important determinant of consumer satisfaction with mobile telecommunication services (β = 0.276, t= 5.729, P< 0.001).This was followed by Network charges (β =0.209, t= 4.344, P< 0.01). In conclusion, the study results suggests that customer niche is a very peculiar one, with several unique characteristic with regards to their demographic and preferences and therefore should be targeted with the kind marketing activities that is likely t...
The study investigated the relationship between service quality and customer loyalty in the Cellular industry of Ghana. The research was conducted after the introduction of the Mobile Number Portability (MNP) system. The SERVQUAL model was used to measure relationship between service quality and customer loyalty among cellular service providers with customer satisfaction mediating these variables. Survey questionnaire was used to collect 311 data from mobile users who are subscribers of 5 of the major cellular firms in Accra Metropolis of Ghana. The data was analysed using correlation and multiple regression analysis. The findings revealed that service quality variables such as Tangibles, Responsiveness, Reliability, Assurance and Empathy have a positive influence on customer loyalty through customer satisfaction. The result further revealed customer satisfaction has a direct relationship with customer loyalty. The study recommends that mobile operators endeavour to improve the quality of mobile services offered to clients.
Journal of Management and Strategy, 2014
An analysis of service quality amongst mobile telephony companies in Ghana has been conducted using the SERVQUAL quality measurement scale. The research adopted a quantitative research methodology by employing multiple comparison Bonferroni test to measure responses of customer expectation and perceived service delivery by mobile telephony companies. The study revealed that three (3) out of the four (4) network operators sampled recorded negative weighted mean difference between customers perception and expectation on the reliability service quality variable which relates to coverage and low call drops, and this variable is perceived to be the key performance indicator for the firms. Mobile telephony companies however recorded positive weighted mean difference on the tangibility service quality variable. The study concludes that despite the unenthusiastic performance recorded on the reliability measures, customers are maintaining relationship with network operators suggesting that quality does not mean relationship.
Confirmatory factor analysis of service quality dimensions within mobile telephony industry in Ghana
Due to the increasing importance and investment in modern information systems (IS) technologies, the evaluation of service quality (SQ) in information system environments has attracted significant attention and debate in the literature. Much effort has been made by scholars and practitioners to use IS service quality criteria and dimensions in different industry contexts. Not much attention has been devoted to using other SQ model criteria and dimensions to evaluate information systems in the mobile telephony industry (MTI) context. This study fills the gap, and contributes to the body of knowledge in the area SQ in the MTI environment. This paper, which was a part of a larger study, sought to empirically validate SQ dimensions that are relevant to the mobile telephony industry in Ghana. It used Confirmatory Factor Analysis (CFA) to detect the underlying latent variables that significantly determine SQ in Ghana's MTI. 1000 customers were sampled from four mobile telecom operator...
Purpose of the article: Service quality is of utmost importance to firm competitiveness in the global business environment. In the telecommunication industry in particular, quality is imperative because of the upsurge in knowledgeable and demanding customers occasioned by developments in information technology. The purpose of this study is to measure service quality among mobile telecommunication companies and how it contributes to the competitiveness of firms. Methodology/methods The study uses the SERVQUAL (tangibility, reliability, responsiveness, assurance, empathy) model as the instrument with two additional dimensions namely: network quality and competitive advantage. The components of the SERVQUAL model and the two additional dimensions were used as independent variables. A semi- structured questionnaire was used in the collection of data. Data was collected from business graduate and undergraduate students in 20 leading universities in Ghana. The confirmatory factor analysis as well as the multivariate analysis of variance (MANOVA) was used in the analysis of data. Scientific aim: The scientific aim is based on the continuous debate on service quality requires the measurement of the concept for firms to adequately inculcate it into their strategy to deliver value to customers and stay competitive. There is a need to measure service quality is because, it can identify the problems and the solutions leading to better performance, which can then increase market share of the company and profits in the short and long-term. Findings: From the analysis, it was found that, there was significant differences in the perception of customers on the overall service quality of the various mobile telecommunication companies. The two other dimensions also showed significant results. The study found a significant difference between male and female mobile phone subscribers with regards to the various quality dimensions. Conclusions: (limits, implications etc.) It is concluded that there are differences between customers' preferences in almost all the dimensions of quality. This means that the respondents had a good understanding and appreciation of issues of quality within the mobile telecommunication industry. Keywords: Mobile phone, Service quality, Mobile telecommunication, SERVQUAL, Competitiveness
Archives of Business Research , 2017
Botswana's telecommunications sector has shown significant growth over the years. This is evidenced by the increase in the number of mobile operators, coupled with a drastic increase in the number of consumers. Notwithstanding this, the mobile sector is challenged to continually find ways to ascertain that their products and services meet customers' expectations, in order to provide improved quality of service and ensure customer satisfaction. This study therefore, examines the relationship between service quality and customer satisfaction in the mobile sector and compares levels as well as analyse the determinants of service quality. The SERVQUAL model was adopted for this study, through which twelve dimensions of service quality were explored and measured. Principal component analysis was employed to compute the customer satisfaction and service quality indices. The regression results showed that, across all mobile operators; Assurance, Credibility, Security and Tangibles are the major dimensions that are significantly and positively related to customer satisfaction. Therefore, service providers need to focus on issues of assurance, credibility, security and tangibles among others, to increase satisfaction levels among their customers.