Factors Affecting Customer Satisfaction and Preference in the Telecommunications Industry: A Case Study of Mtn Ghana

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This study examines factors affecting customer satisfaction with MTN mobile telecommunications network. Specifically, it seeks to uncover the factors accounting for the level of customer satisfaction, identify the factors considered by subscribers in choosing MTN mobile telecommunications network, and ascertain the areas subscribers want MTN mobile telecommunications network to improve. The study reviewed major theoretical leanings to develop a conceptual framework which suggests that customer satisfaction in the mobile telecommunications industry would be a function of service quality, service recovery, price fairness, brand image, and customer orientation of service employees. Data for the study came from a systematic random sample of 165 MTN mobile telecommunications customers, and the data were analysed through descriptive statistics, correlation analysis and ordinary least squares regressions. The descriptive statistics results indicate that customer satisfaction with MTN network appears to be very low. The correlation analysis resulted in the confirmation of the study’s conceptual framework, but the results of least squares regression suggest that significant positive relationships exist only between customer satisfaction and service quality and between customer satisfaction and price fairness, but not for other variables such as service recovery, brand image, and customer orientation of service employees. The descriptive statistics indicate that when choosing MTN the main factors respondents considered included widest use by family and friends and widest network coverage, with respondents scoring MTN relatively higher on network coverage and sales promotion, but they think that MTN offers relatively non-competitive prices and low quality services, leading to their recommendations that improvement is needed urgently from quality of services and competitive pricing.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration,