CUSTOMER RETENTION IN THE GHANAIAN MOBILE TELECOMMUNICATION INDUSTRY
Journal Title: European Journal of Business and Social Sciences - Year 2013, Vol 2, Issue 7
Abstract
Quality service has become very important in customer retention in the mobile telephony industry. With the influx of more mobile network providers, customers has become more have become very complex in making of decision as regard which service or product to enjoy. The study has been under taken to find out whether quality service has a relationship with customer retention and whether there is interplay between customer satisfaction and retention. Questionnaires were drawn purposively from 134 respondents from University of Ghana, Legon main hall and Ministry of Communication who were made of Vodafone prepaid users. The study revealed that there is a relationship between quality service and satisfaction while customer satisfaction to large extent influences customer retention. These findings hold implication for industry operators on key areas to pay attention to in order to improve customer satisfaction so as to guarantee customer retention.
Authors and Affiliations
Chosniel Elikem Ocloo| Department of Marketing, Accra Polytechnic, P.O. Box GP 561, Accra, Ghana Tel:+233 267509677, Ernest Kafui Tsetse| Department of Marketing, Ho Polytechnic, P.O. Box HP 501, Ho, Ghana Corresponding Author e-mail: ceocloo@apoly.edu.gh/elikem75@yahoo.co.uk
Keywords
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