Customer Satisfaction Management through the Use of Efficient Listening Tools: The Case of Kasapa Telecom Limited Ho, Volta Region

Abstract

The main objective of this study was to examine how Kasapa Telecom Limited, Ho, uses listening as a tool for managing customer satisfaction. Two hundred questionnaires were administered to customers of Kasapa in Ho, to ascertain how the Company used listening and other best practice strategies like; customer complaints, critical activity surveys, employee feedbacks, benchmarking and customer visits, as a tool, to collect information for managing customer relationship to improve of service quality. The research revealed that Kasapa Telecom Limited, used customer complaints and customer visits as the most effective listening tools for gathering information to improve service quality. Benchmarking and critical activity surveys were the least used listening tools by the Company for maintaining customer trust and loyalty. It was also revealed that Kasapa used best practice strategies like customer complaint forms and suggestion boxes for managing its customer relationship. The study found out that the greatest challenge facing Kasapa Telecom Limited was competition from rival players within the telecommunication industry. The study recommends the intensification of the use of benchmarking and critical activity surveys as tools for gaining competitive advantage within the industry.

Key words: Customer satisfaction, listening tools, customer complaints management.