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Abstract
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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
Submitted: March 19, 2012
Accepted: April 06, 2012
Published: June 25, 2012 |
Abstract:
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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.
Key words: Customer satisfaction, market segmentation, Ghana mobile telecom industry, Service quality, Service quality dimensions, customer priority,
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Cite this Reference:
Simon Gyasi Nimako, . Prioritising Service Quality Dimensions in Ghana’s Mobile Telecom Industry: Implications for Strategic Management and Policy. Asian Journal of Business Management, (3): 286-293.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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