The Impact of Competition on Customer Services in the Mobile Phone Industry of Ghana: “A Case Study of Mobile Phone Users and Operators in the Kumasi Metropolis”.

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Global system for mobile communication (GSM) which has become the digital cellular technology of choice, has the fastest growth rate and represents the largest segment within mobile communication in Ghana. This phenomenon has led to intense competition among the five telecom giants on the Ghanaian market. The objective of this study was to estalish the competitiveness of the mobile phone industry in Ghana and how their competitive behaviuor affect customer service. In carrying out this research, a case study of mobile phone operators and users in the Kumasi metropolis was used . The major instrument used for collection of data were questionnaires along side interview and personnal observation. Questinnaires were distributed to the five mobile phone operators and users of these mobile phone services in the Kumasi Metropolis . Data collected were analysed using SPSS and Microsoft Excel. Descriptive statistics were also used to summarise the information obtained from the analysis made. Findings from the study revealed that competition plays a significant role in customer services and customer satisfaction. Thus,in a competitive environment, the bargaining power of consumers is very high because of the low switching cost in the industry and there are attractive substitutes available to the buyer. Again, competition delivers innovation and benefits to consumers through lower prices, increased consumer choice and quality service delivery. Recommendations were made for policy considerations by both the mobile phone operators and the regulatory body such as the government and the National Communication Authority (NCA ).
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 of Business Administration,