STUDENT’S
DECLARATION
I
hereby declare that this project work is the result of my own original research
and no part of it has been presented for another degree in this University or
elsewhere, however due acknowledgement has been given to all who were
referenced in the study.
Signature..................................... Date.......................................
(HAMIDU
YUSUF AGANA)
SUPERVISOR’S
DECLARATION
I
hereby declare that the preparation and presentation of this report was
supervised in accordance with the guidelines on supervision of project laid
down by the University of Education, Winneba.
Signature..................................... Date.......................................
(MR.
ANTHONY FREEMAN)
DEDICATION
For
all the care, love, encouragement and support in my life, I dedicated this
report to my dear parents, Mr. and Mrs. Hamidu, my two sisters and brother;
Hamidu Sumaya, Hamidu Yasmi and Hamidu Nashiru.
ACKNOWLEDMENT
My
greatest acknowledgement goes to Almighty Allah for his guidance, protection
and blessing throughout my study period.
My
sincere appreciation goes to my Supervisor, Mr. Anthony Freeman for his
guidance and advises through which this report became a possible.
I
also want to express my profound gratitude to my brother and friend Mohammed
Shamsudeen and colleague pioneers of the Marketing programme in this
University; Mr. Tongban Michael, Mr. Agyapong Addai, Mr. Ekwam Daniel and the
entire 2011/2012 graduates of the Bsc Marketing programme.
Finally,
my appreciation goes to all the respondents as well as management and staff of
MTN who took time answer the questionnaires for the purpose of data collection
on the study area.
ABSTRACT
The
problem of service quality and customer satisfaction in the telecommunication
industry cannot be underestimated considering the complaints from customers for
several reasons; poor quality network, poor customer service, exorbitant
premium rates among others.
This
study thus, aimed to explore the effects of Service Quality on the Satisfaction
of MTN customers in the Kwadaso sub-Metro. Questionnaires and interviews were
used to collect primary data whiles secondary data were collected through
literature review of articles, journals and books in the area of study.
A
sample size of 100 respondents from the Kwadaso sub-Metro was used for this
study and 10 members of staff and management from MTN were interviewed to
address the research questions stated in the study.
Findings
of study revealed a relatively weak relationship between customer service and
perceived service quality in the telecommunication industry this
is evident because majority of the respondents (57%) said excellent network
services, with only 19% saying customer service meant service quality to them.
The
study also revealed that, improved network services, improved coverage area and
innovative call rates were the most recurring factors that would influence
customer satisfaction and customer loyalty. Even though customer service also
influenced customer satisfaction and loyalty it did not received a good
response rate.
Finally,
48% of the respondents said they were satisfied with
the service quality from MTN’s general customer service. Indicating that
majority of the respondents were satisfied with the general service quality
from MTN. However, improvement in network quality, network coverage area and
innovative call plans would increase customer satisfaction and loyalty in the
telecommunication.
