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Prioritising Service Quality Dimensions in Ghana’s Mobile Telecom Industry: Implications for Strategic Management and Policy

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Author(s): Simon Gyasi Nimako

Journal: Asian Journal of Business Management
ISSN 2041-8744

Volume: 4;
Issue: 3;
Start page: 286;
Date: 2012;
Original page

Keywords: Customer satisfaction | market segmentation | Ghana mobile telecom industry | Service quality | Service quality dimensions | customer priority

ABSTRACT
This study, which was part of a larger study, empirically examines customer priority regarding dimensions of Service Quality (SQ) delivered by Mobile Telecommunication Networks (MTNs) in Ghana. The study involved a cross-sectional survey that used a structured questionnaire administered to 1000 individual subscribers from four mobile telecom networks. The findings indicate that Technical Quality is the most important SQ dimension to the customers, followed by Empathy, Reliability, Economy, Responsiveness, Image, and Assurance, while Tangibles dimension was rated the least important in Ghana’s MTNs. The study also found that customer priority regarding SQ dimensions is significantly similar across MTNs. Moreover, it was found that age, occupation and income significantly influence customer priority in SQ dimensions, and could thus be important variables for market segmentation and targeting in Ghana’s MTNs. It is recommended that the National Communication Authority, the regulator and policy makers provide effective monitoring and collaborative effort to ensure that Ghana’s MTNs improve upon their SQ to meet customers’ priorities. The management of Ghana’s MTNs would need to focus considerable attention on improving the most important SQ dimension. The study contributes to the body of knowledge in managing service quality.
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