Analyzing Customers’ Perception of Service Quality of Ghanaian Telecommunication Industry

Abstract

Competition is supposed to bring about efficiency in the quality of service in an economy. In spite of the establishment of several telecommunication industries in Ghana, the quality of service has been questionable and woefully inadequate. This paper seeks to investigate customer perception of service quality. Therefore, the study was basically a survey based on the use of questionnaire to elite the opinions, attitudes and behaviors of respondents. Descriptive statistic was the main framework used for analyzing the data. The results indicate that customers scribe premium to wider coverage, clarity of calls and affordability of call cards as their expectation of service quality. The findings further revealed that much as customer satisfaction was expected to be a determinant of customer, the results showed otherwise. It can thus be concluded that service quality can translate into customer satisfaction but cannot translate into customer loyalty through customer satisfaction.

Keywords: service quality, telecommunication, customer loyalty, customer perception, SERVQUAL model