Scrutiny of Customer Satisfaction with Service Delivery of Mobile Telecommunication Networks: A Case of Navrongo
International Journal of Statistics and Actuarial Science
Volume 1, Issue 3, August 2017, Pages: 78-86
Received: Dec. 19, 2016;
Accepted: Feb. 13, 2017;
Published: May 16, 2017
Views 1643 Downloads 92
John Poku, Department of Accountancy, Kumasi Technical University, Kumasi, Ghana
Maxwell Barima Asare, Department of Applied Statistics, University for Development Studies, Tamale, Ghana
Wireko Ricky, Department of Applied Statistics, University for Development Studies, Tamale, Ghana
The Emerging and Frontier markets (EMs/FMs) within today’s global business economy function as the central engines of growth. Populations which previously had limited access to modern technological advances have now within the telecommunications sector especially leapfrogged generations of technology, seizing the opportunity for a better quality of living standards through mobile telephony. The existing wireless telecom companies in Ghana have made the industry very competitive as each of these networks aspires to meet customer expectation, ideal service and satisfaction. Disconfirmation model, One-Sample Test as well as analysis of variance (ANOVA) were employed in this study. The majority of the respondents were males with 41(58.6%) while females were 29(41.1%) being youthful (19 years upward constitutes over 80% of the sample). The findings indicate that irrespective of mobile telecom networks in Navrongo, customer satisfaction (CS) is low or not equal to or better than desire or expectation of subscribers. With respect to mobile network, customers are not satisfied with MTN network but embraced the mobile money service. Conversely, customer satisfaction for Vodafone network is equal to desire and expectation of customers. For Tigo, Airtel and Glo mobile networks, satisfaction is at least equal to the desire and expectation of customers. Precisely, the research recommends that mobile operators should endeavour to improve upon the quality of mobile services offered to subscribers if they are interested in attracting and maintaining existing customers.
Maxwell Barima Asare,
Scrutiny of Customer Satisfaction with Service Delivery of Mobile Telecommunication Networks: A Case of Navrongo, International Journal of Statistics and Actuarial Science.
Vol. 1, No. 3,
2017, pp. 78-86.
Addy-Nayo, C., (2001). 3G mobile policy: The case of Ghana ITU, Geneva. www.itu.int/osg/spu/ni/3G/casestudies/ghana/ghanafinal.doc (accessed: December 28, 2012).
Adjei, B. R. and Gause, S. A., (2006). M-Commerce Breakthrough in Developing Countries: The Role of M-Commerce in Wealth Creation and Economic Growth in Developing Countries, Thesis, Lulea University of Technology Publication.
Frempong, G. and Hanten, A., (2004). Telecom Developments and Investments in Ghana, Discussion Paper W D R 0 3 0 5, W D R Dialogue Theme 2003.
Gopinath, S. et al., (2011). Telecommunications Industry in Ghana.http://www.ghanaweb.com/GhanaHomePage/NewsArchive/artikel,(March 30, 2013).
Hayes, B. E.,(1997). Measuring Customer Satisfaction: Survey Design, Use and Statistical Analysis Methods, 2nd, ed, ASQ Quality Press, Milwankee, WI.
Khalifa, M. and V. Liu, (2002). Satisfaction with Internet-Based Services: The Roles of Expectation and Desires, Journal of Electronic Commerce, 7 (2), pp. 31-35.
Klaus, P. G., (1985). Quality phenomenon: The conceptual understanding of quality in face-to-face service encounters, in Czepiel J. A., Solomon, M. R. and Surprenant, C. F. (Eds), The Service Encounter, Lexington Books, Lexington MA.
Nigal, Scout et al.,(2004). The impact of Mobile phones in Africa: Prepared for the commission of Africa, pg 14 and 15.
Oliver, R. L. and Desarbo, W. S., (1988). Response Determinant in Satisfaction Judgements: The Journal of Consumer Research, 14 (4), pp.495-507.
Oliver, R. L., (1980). A cognitive model of the antecedents and consequence of Customer Satisfaction, Journal of Marketing Research, November 17, pp. 460-469.
Oliver, R. L., (1993). Cognitive, affective, and attribute bases of the satisfactory response, Journal of Consumer Research, December, 20, pp. 418-430.
Parasuraman, A. et al., (1988). SERQUAL, a multiple item scale for measuring customer perceptions of service quality, Journal of retailing, 64, P. 12-40.
Ravald, A. and Gronroos, C., (1996). The Value Concept and Relationship Marketing, European Journal on Marketing 30 (2), p. 19-30.
Salia, E., (1995). Telecommunication in Ghana: A changing Horizon, African Communications, pp. 88-99.
Saunder, M. N. K., (2000). Research Methods for Business Students. 2nd Edition, Financial Times/Printice Hall.
SPSS White Paper, (1996). Using Satisfaction Survey to Achieve Competition Advantage, SPSS Inc. U.S.A., 6/96.
Wang, Y. and Hing-Po Lo.,(2002). Service quality, Customer Satisfaction and Behaviour intentions: Evidence from China’s Telecom Industry. Info 4, 6, pp.50-60 MCB UP Ltd.
World Telecommunication Development Report, (2003)http://en.wikipedia.org/wiki/Telecommunication(accessed: January 15, 2013).
Zeithaml, V. and Bitnar M. J., (2003). Services Marketing: Integrating Customer Focus across the Firm, 3rd ed, McGraw-Hill, New York.
www.tigo.com.gh.(accessed: January 15, 2013).
www.mtn.com.gh.(accessed: January 15, 2013).
www.ghanatelecom.com.gh. (accessed: January 15, 2013).
www.vodafoneghana.com.gh. (accessed: January 15, 2013).
www.airtelghana.com.gh. (accessed: January 15, 2013).
www.globacomghana.com.gh(accessed: January 15, 2013).
www.BIZZcommunity.com: news retrieved on October 9, 2008.
www.ghanaweb.com, news downloaded on February 18, 2013.