Academic journal article International Journal of Marketing Studies

A Good Quality Service Provision in the Network Service in Ghana: A Case Study of MTN Ghana

Academic journal article International Journal of Marketing Studies

A Good Quality Service Provision in the Network Service in Ghana: A Case Study of MTN Ghana

Article excerpt

Abstract

This study tries to investigate if MTN Ghana provides good quality service and to establish the factors that determine the service quality of mobile telecommunication as perceived by MTN customers in Ghana.

The study used both primary and secondary sources of information from the MTN (GH) Ltd employees and its customers. The primary data was mainly from the questionnaires that were administered to MTN customers and the secondary data were annual reports, brochures and manuals from the MTN (GH) Ltd offices. Purposive sampling was used to select which branch of the organization to visit for the study and stratified random sampling was used to select staffs for the study. The study used the SPSS software to run multiple Regression analysis by examining the inter-relationship between Good Quality Service (Dependent variable) and a number of explanatory (Independent) variables such as provision of efficient service, Offers wider range of service, Offers high rates of interests on premium, community mindedness, good customer retention, degree of customer relationship, Introduction of innovative products and Opportunity to complain as factors contributing to good quality service of the MTN.

The results of the analysis revealed that community minded is an independent variable that makes the highest contribution to Good Quality Service. It then identified provision of efficient service as having the highest partial correlation with Good Quality Service, so it was added in the second model, model 2 and offers wider range of service was the next significant variable, so it was added to model 3, and Introduction of innovative products was the next significant variable, so it was added to model 4 and offers high rates of interests on premium was the last significant variable, which was also added to model 5. The study recommends that the MNT (Ghana) Ltd should improvement the quality of their services, as the services provided by them is perceived by MTN customers to be poor. The study further suggests that MTN needs to provide visible supports including social and infrastructural support to communities in which they operate to serve as the strongest advertisement for the MTN Company.

Keywords: service quality, customer satisfaction, customer loyalty, good quality service, SERVQUAL

1. Introduction

Service quality today has become not only the rhetoric of every business enterprise, but also an important concept in service research. It is virtually impossible for a business organization to survive without building a good quality service provision. Research has shown repeatedly that good quality service influence organizational outcome such as performance superiority (Poretla & Thanassoulis, 2005), increasing sales profit (Kish, 2000; Duncan & Elliot, 2002) and market share (Fisher, 2001), improving customer relations, enhance corporate image and promote customer loyalty (Newman, 2001; Caruna, 2002; Ehigie, 2006). In recent times, the search for good quality is debatably the most important consumer trend as consumers are now demanding higher quality products and services than ever before. MTN Ghana is one of the fastest growing sectors of the Ghana economy and there is fierce competition within the sector made up of six telecom operators namely, MTN, TIGO, VODAFONE, AIRTEL, EXPRESSO and GLO. In the context of the relative high number mobile telecommunication providers in Ghana, MTN service providers in Ghana receive complaints from MTN customers expressing their dissatisfaction of MTN services provided recent times. The dissatisfaction of customers has been attributed largely to poor quality service delivery by operators and it is often highlighted in the media and widely discussed among the general public. The National Communications Authority (NCA) threatened to crack down on mobile network providers if they fail to tackle the chronic problem of poor quality service. As part of the measures to promote further competition and improve upon good quality service the NCA introduced the Mobile Number Portability (MNP) in July, 2011. …

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