Exploring Gaps in Service Quality and Customer Satisfaction in Mobile Telecom Business in Tamale Metropolis, Ghana

Abstract

In Ghana a main issue confronting customers of Mobile Telecom networks is service quality and customer satisfaction. Studies conducted have targeted service quality issues from the service providers’ perspective. This has possibly nudged Telecom network companies to improve their services. The National Communications Authority in Ghana has taken some steps to address the issue. Yet customers seem dissatisfied. The study examined service quality and customer satisfaction of Mobile Telecom services in Tamale Metropolis. The study employed a mixed method research design. The sample size for the study was 401 respondents. Data was sourced from key informant interviews, questionnaires and focus group discussions. The results showed that customers perceived service quality and satisfaction differently. While most Vodafone customers were satisfied with their service, customers of MTN were dissatisfied. The study concludes that some aspects of the operations of both MTN and Vodafone networks require improvement in order to meet customer satisfaction and quality standards. Service providers need to improve service quality through effective application of new technology.