The effect of customer value creation on the firm performance. The mediating role of information technology. The case of the telecom industry of Ghana.
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Date
2023
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KNUST
Abstract
The purpose of the study was to examine the effect of customer value creation on the firm performance through the mediating role of information technology among telecommunication companies in Ghana. This study was grounded on a quantitative, cross-sectional and descriptive research approach. A meticulously designed questionnaire was employed to collect data from 207 employees across prominent mobile network operators. The study adopted Statistical Package for the Social Sciences (SPSS) version 27 and Hayes Process Macro module 4.0 to conduct regression, reliability, correlation, descriptive and mediation analysis. The study found customer value creation had a significant and positive influence on firm performance. Information technology also had a positive effect on firm performance. Information technology mediates the nexus between customer value creation and firm performance among telecommunication companies in Ghana. Managers of organizations are recommended to prioritize customer-centric strategies and proficient IT integration to bolster overall performance.
Description
A thesis submitted to the department of logistics and supply chain, knust school of business, in partial fulfilment of the requirements for the award of the degree of master of science in business and data analytics