Service quality and customer loyalty: the case of the Mobile Telecommunication industry in Ghana.
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Date
2011
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Abstract
The study investigated the relationship between service quality and customer loyalty in the Mobile Telecommunication industry in Ghana. The research was conducted at the time when Ghana has just introduced the Mobile Number Portability (MNP) system which provides dissatisfied customers the opportunity to port to other networks in search for better mobile services. The literature review revealed that although quality is an elusive and indistinct construct which may vary from one person to another or even from one situation to another it can be assessed by probing whether perceived service delivery meets, exceeds or fails to meet customer expectations. The SERVQUAL instrument postulated by Parasuraman, Zeithaml and Berry was used to measure service quality. Customer satisfaction and customer loyalty construct were also established relying on studies done by Zhang and Feng, Mouri and Aydin and Özer. A total of 400 questionnaires were administered out of which 311 valid responses were obtained for the study. The findings from the study revealed that service quality variables such as Tangibles, Responsiveness, Reliability, Assurance and Empathy have a positive influence on customer loyalty through customer satisfaction. Besides, customer satisfaction was found to have a direct relationship with customer loyalty. The study recommends that mobile operators should endeavour to improve the quality of mobile services offered to clients in order to achieve brand Loyalty.
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A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters in Business Administration,