An assessment and analysis of customer satisfaction with service delivery of mobile telecommunication networks in Ghana

Abstract: This Master's thesis sought to assess and analyse customer satisfaction withservice delivery of mobile telecommunication networks (MTNs) within Ghana.The main problem of this study was whether customers are satisfied withservice delivery of MTNs in Ghana. The study was basically a survey that used both qualitative and quantitativeapproaches. A structured questionnaire was developed, pre-tested andpersonally administered to the target population of individual mobilesubscribers. One thousand (1000) respondents were sampled from the targetpopulation of seven million, six hundred and four thousand and fifty-three(7, 604053) mobile telecom subscribers (ITU, 2007) through a stratifiedrandom sampling.Out of this, nine hundred and thirty-seven (937) questionnaire constituting93.7% response rate was got for analysis. The findings indicate that irrespective of mobile telecom network in Ghana,customer satisfaction is low: neither equal to nor better than desire andexpectation of the customers. With respect to mobile network, customers arenot satisfied with the service delivery of Mobile Network A. Customersatisfaction for company B is better than expected and at least equal to thedesire of customers. For Mobile Network C and D, customer satisfaction is atleast equal to customer expectation and desire. Again, this study concludes that overall customer satisfaction issignificantly different among MTNs in Ghana, with customers of Company B, Cand D rating their satisfaction with service quality higher than customers ofCompany A.Furthermore, customer satisfaction is better than expected for thirteen (13)dimension-items of service quality, equal to expectation for fifteen (15)items and worse than expected for eight (8) dimensions of service quality. The findings also indicate that "Technical quality" is the most importantdimension, followed by "empathy", "reliability", "economy", "responsiveness","image", and "assurance", while "tangibles" is found not significantlyimportant to the customers in Ghana's MTNs. Most of the customer-satisfieddimensions were rated less important, while most of the customer-dissatisfieddimensions were rated more important. Moreover, the study found that Desire and Expectation Disconfirmationscollectively and individually explain overall customer satisfactionsignificantly in Ghana's MTNs. Customers' switching intention is differentamong the networks, with the customers of Company A more willing to switchthan those of Mobile Networks B, C and D. Generally the study implies that the National Communication Authority andother policy makers should take workable measures to propel MTNs in Ghana toimprove upon their service quality in specific areas. A major limitation ofthis study is that a relatively smaller sample of the target population wasused and limited to literates.It is recommended that further research should assess and analyse customersatisfaction with specific services across mobile telecom networks in Ghana.