Impact of corporate image on customer choice of telecom service provider in Ghana (A case of Vodafone Ghana Limited)

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September, 2015
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Swift explosion in the telecommunication industry over the past decade has forced players in the multimillion sector to acknowledge the importance of service upgrading, dependability and affordability of services to subscribers. As a result, there has been an accompanying rapid development and fierce competition in the market, with a range of new telecommunications service providers emerging with varied product and services and advertising messages targeted at retaining their existing customer base as well as targeting new and potential customers. The study scans whether corporate image is a critical factor causing customers to remain loyal to the company. Both primary and secondary sets of data from customers, staff and management of the company were analyzed through questionnaires and in-depth interviews. A detailed analysis of the data revealed that though corporate image is of great importance among the factors that determine the choice of a telecom service provider, satisfaction, product and service quality and affordability should be emphasized to ensure corporate loyalty and sustainability of business. Management should critically identify, develop and pursue integrated marketing and service-oriented strategies that focus on factors that influence service quality, loyalty, value, and the skills and professionalism of employees. It is also to explore programmes that will deepen the interaction and relationship between the company and its customers so as to improve the customer loyalty and corporate image.
A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST) in partial fulfillment of the requirements for the degree of Master of Business Administration (MBA) (International Business),