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2012 (Vol. 4, Issue: 3)
Article Information:

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

Simon Gyasi Nimako
Corresponding Author:  Simon Gyasi Nimako 

Key words:  Customer satisfaction, market segmentation, Ghana mobile telecom industry, Service quality, Service quality dimensions, customer priority,
Vol. 4 , (3): 286-293
Submitted Accepted Published
March 19, 2012 April 06, 2012 June 25, 2012
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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  Cite this Reference:
Simon Gyasi Nimako, 2012. Prioritising Service Quality Dimensions in Ghana’s Mobile Telecom Industry: Implications for Strategic Management and Policy.  Asian Journal of Business Management, 4(3): 286-293.
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ISSN (Online):  2041-8752
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