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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10323

Title: The impact of customer care on consumer repurchasing behaviour in the telecom industry in Ghana, the mediating role of service quality.
Authors: Kwahene, Frederick Mensah
Issue Date: 25-Jan-2017
Abstract: The Ghanaian telecom industry has witnessed progressive growth over very short period of time, with both mobile and fixed lines services encouraging some of the largest world hands to Ghana. However, of great concern are the challenges of low sale volumes attributed to customer care and low level of service quality. Based on this, the study seeks to examine the mediating effect of service quality in the relationship between customer care and consumer repurchasing behaviour in the telecom industry. The social survey design was employed to study 228 customers of the telecom industry selected through a multistage sampling procedure, and the data collected through a structured questionnaire that yielded a total response of 220 and hence a response rate of 96%. A hierarchical regression modeling method was employed for examining the causal relationships between customer care, service quality and consumer repurchasing behaviour. The result showed that the customer care practices of the telecom firms positively influenced the repurchasing behaviour of consumers. The customer care practices of the telecom firms also positively influenced the satisfaction level of the customers. The satisfaction level of the customers of the telecom firms positively influences their repurchasing behaviour. Furthermore, the satisfaction level of the customers fully mediated the relationship between the customer care practices of the telecom firms and the repurchasing behaviour of the customers of the telecom industry. Based on these findings, the study recommends higher level of customer care practices, training of staff on customer complaints, and focus on service quality.
Description: Thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the degree of Master of Business Administration (Marketing), 2016.
URI: http://hdl.handle.net/123456789/10323
Appears in Collections:College of Arts and Social Sciences

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