Linking Quality, Satisfaction and Behaviour Intentions in Ghana’s Mobile Telecommunication Industry

Abstract

This paper empirically examines the extent to which service quality affects customer satisfaction and behaviour intention in mobile telecommunication industry. The study involved a cross-sectional survey of 1000 respondents using structured questionnaire personally administered. A usable 937 questionnaire were retrieved and analysed using Structural Equation Modelling (SEM) method. The findings indicate that Tangibles, Customer Relations, Real Network Quality and Image quality aspects of service quality positively affect customer satisfaction, which in turn affects behaviour intention in Ghana’s mobile telecom industry. Theoretically, it found a strong relationship between service quality, satisfaction and behaviour intention and that service quality and satisfaction may be viewed as two separate constructs. Managers could influence behaviour intentions and satisfaction through the four critical aspects of SQ unique to the mobile telephony industry. The paper contributes to the body of knowledge in the area service quality and customer satisfaction, and provides important theoretical and managerial implications.

Keywords: customer satisfaction, behaviour intention, customer relations, image, real network quality, service quality dimensions, switching intention, tangibles