Assessing Service Quality in a Telecommunication Firm in Upper East Region of Ghana

Abstract

Service quality is crucial to the continued and successful functioning of any business. The purpose of this paper is to assess the service quality delivered by a telecommunication firm (located in Navrongo, upper east region of Ghana) to its customers. The survey questionnaire which was based on a universally accepted perceived service quality survey model (called SERVQUAL) for measuring service quality was used to collect data from the firms subscribers. The SERVQUAL consists of twenty two items measuring the five essential dimensions of service quality (Tangibles, Reliability, Responsiveness, Assurance and Empathy). A total of 100 subscribers of the telecommunication firm were conveniently sampled. The data obtained were analyzed using the Statistical Package for Social Science (SPSS) version 17.0. Using the gap analysis technique (which measures the difference between the subscribers perceptions and expectations of the service rendered by the firm), the results shows that the firm needs to improve their service in all the five dimensions of service quality covered in this study (a negative value of service quality was obtained in all the five dimensions).