Scrutiny of Customer Satisfaction with Service Delivery of Mobile Telecommunication Networks: A Case of Navrongo

Abstract

The Emerging and Frontier markets (EMs/FMs) within today’s global business economy function as the central engines of growth. Populations which previously had limited access to modern technological advances have now within the telecommunications sector especially leapfrogged generations of technology, seizing the opportunity for a better quality of living standards through mobile telephony. The existing wireless telecom companies in Ghana have made the industry very competitive as each of these networks aspires to meet customer expectation, ideal service and satisfaction. Disconfirmation model, One-Sample Test as well as analysis of variance (ANOVA) were employed in this study. The majority of the respondents were males with 41(58.6%) while females were 29(41.1%) being youthful (19 years upward constitutes over 80% of the sample). The findings indicate that irrespective of mobile telecom networks in Navrongo, customer satisfaction (CS) is low or not equal to or better than desire or expectation of subscribers. With respect to mobile network, customers are not satisfied with MTN network but embraced the mobile money service. Conversely, customer satisfaction for Vodafone network is equal to desire and expectation of customers. For Tigo, Airtel and Glo mobile networks, satisfaction is at least equal to the desire and expectation of customers. Precisely, the research recommends that mobile operators should endeavour to improve upon the quality of mobile services offered to subscribers if they are interested in attracting and maintaining existing customers.