A COMPARATIVE ANALYSIS OF CUSTOMER SATISFACTION RATINGS OF TELCO PRODUCTS AND SERVICES AMONG UDS STUDENTS IN GHANA (Review Completed - Accepted)
This study seeks to assess overall customer satisfaction and loyalty as well as sustainability of products and service quality delivered by Mobile Telecommunication Network and Vodafone to students of University for Development Studies. The problem of this study was whether customers are satisfied with Telco service delivery in Ghana. Specifically, this study sets out to figure out various Telco products and services offered to customers, examine the sustainability of the company’s products and services and to look at the marketing strategies and mechanisms put in place to satisfy and maintain customers. The main research designs used for the study were survey and case study. A Structured questionnaire was used to collect data from hundred (100) individual subscribers selected from the two Telecom groups via cluster and simple random sampling procedures. Descriptive statistics and one way Analysis of Variance were used for the data analysis. The findings indicated that irrespective of mobile telecom network on University for Development Studies Tamale Campus, customer satisfaction was low; neither equal to nor better than desire and expectation of customers. Overall Customer Satisfaction ratings among subscribers of Mobile Telecommunication Network in University for Development Studies significantly differ and that relatively, customers of Mobile Telecommunication Network rated their satisfaction with service quality higher than those of Vodafone. The management of Mobile Telecommunication Network and Vodafone would need to develop strategies to deal with the customer dissatisfaction. The research contributes to the body of knowledge in the area of Customer Satisfaction in the Ghana’s Telco groups and provides important managerial implications.
Keywords: ANOVA, Comparative Analysis, Customer Satisfaction Ratings, UDS Students