Predictors of Customer Satisfaction and Loyalty in the Mobile Communication Industry in Ho Municipality, Ghana | Chapter 09 | Emerging Issues in Science and Technology Vol. 1

Aims: The objective of this research was to find out whether subscribers are satisfied with services of the mobile network providers and identify the predictors of customer satisfaction and loyalty in the mobile communication industry and to develop model that links these satisfaction factors and loyalty for any customer in the industry.

Study Design: Descriptive cross-sectional study design.

Place and Duration of Study: Ho Municipality in Volta Region, Ghana, between July 2016 and September 2016.

Methodology: We included sampled subscribers of the five mobile network operators (MTN, Vodafone, Tigo, Airtel and Glo) in the Ho Municipality. A total of 500 subscribers of the five mobile networks in the Municipality were selected for the research. The study employed a purposive sampling technique in selecting the subscribers located in various parts of the Ho Municipality in Volta Region, Ghana.

Results: Logistic regression analysis was used to identify the predictors of customer satisfaction and loyalty. Results show that quite a significant proportion of respondents were satisfied with the services provided by the network providers in Ho Municipality. Furthermore, the study revealed that five (5) factors; “X1 (Perceived service quality)”, “X3 (Wide network coverage)”, “X4 (Network quality or Signal strength)”, “X8 (Availability of high-speed internet service)” and “X12 (Perceived price fairness or Call/SMS Rate)” were significant to the prediction of customer satisfaction and loyalty with a predicted satisfaction and loyalty rate of 80.15%.

Conclusion: Mobile network providers should place a focus on delivering the best possible service quality as well as use advanced techniques to improve network quality and increase the network coverage to all areas in order to achieve better customer satisfaction and loyalty. Management of network providers should improve the service quality and make their services more economical so that customers can afford and have better value for money in using the service.

Author(s) Details

Carlos Ankora
Department of Computer Science, Ho Technical University, Ghana.

Francois Mahama
Department of Mathematics and Statistics, Ho Technical University, Ghana.

Noble Kuadey
Department of Computer Science, Ho Technical University, Ghana.

Lily Bensah
Department of Computer Science, Ho Technical University, Ghana.

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Relationship between Service Quality, Customer Satisfaction and Customer Loyalty in Retail Outlets; A SEM PLS Approach | Chapter 04 | Current Perspective to Economics and Management Vol. 3

In this era of competitiveness, organizations compete in service quality to satisfy their customers. Primary data for the study was collected by direct interview method using retail service quality scale from eighty customers who visited the retail outlets that sold chilled chicken and meat products exclusively under its own brand name in Coimbatore city of Tamil Nadu state. This study was undertaken to assess the interrelationships between three constructs namely service quality attributes, customer satisfaction and customer loyalty by developing a model and analyzed using SEM PLS method. The retail service quality model consisted of five dimensions like physical appearance, reliability, personal interaction, problem solving and policy that were framed as structural model. This model measured the strength of the five dimensions in estimating the retail service quality constructs and the results indicated the policy improvements needed by the case firm for enhancing their retail service quality. The results of the study indicated that customer satisfaction and customer loyalty were dependent on retail service quality whereas customer loyalty to a particular store was not completely depended on satisfaction alone.

Author(s) Details

S. Moghana Lavanya
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore-641041, Tamil Nadu, India.

K. Mahendran
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore-641041, Tamil Nadu, India.

S. Hemalatha
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore-641041, Tamil Nadu, India.

R. Senthilkumar
Department of Trade and Intellectual Property, Tamil Nadu Agricultural University, Coimbatore-641041, Tamil Nadu, India.

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