Express yourself everywhere you go because the power is yours: an assessment of the service quality provided by Ghana’s telecommunications industry
Date
2013-04
item.page.datecreated
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Service quality is a measure of how well the service level delivered by the
company matches customer expectations. It is a major predictor of both
customer satisfaction and loyalty, and it increases profitability, reduces cost,
and leads to higher customer retention for the company. Increased
competition in the telecommunications industry coupled with the newly
introduced Mobile Number Portability system has made providing superior
service quality to customers an imperative differentiation strategy. The
purpose of this study therefore was to assess and identify the hypothesized
gap that exists between the service quality telecommunications companies
provide to its customers, and the service quality its customers expect.
The data gathered from MTN and its customers via the use of questionnaires
suggests that there is a gap between the service quality provided by MTN
and the service quality its customers expect. Additionally, the satisfaction
rate of customers stands at 65 percent; the remaining 45 percent are either
dissatisfied or strongly dissatisfied with the service quality they receive.
Although MTN conducts market research about consumer preferences and
implements exactly what their customers want, the customers still remain
dissatisfied. The service quality criteria generated by this study is meant to
serve as a platform for further research into what exactly consumers want
out of service quality, in order to bridge the Knowing-Doing gap.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2013
item.page.type
Thesis
item.page.format
Keywords
Ghana, telecommunications, service quality, customer satisfaction, customer loyalty, knowing-doing gap, mobile number portability, mobile service provider, MTN