article · Journal of Management and Strategy
An examination of telecommunications services in Ghana evaluates how customer satisfaction mediates the relationship between service quality and customer loyalty. Drawing on survey data from 105 respondents analysed through quantitative techniques, the findings indicate that service quality exerts a significant and positive effect on both customer satisfaction and customer loyalty. While the direct connection between satisfaction and loyalty was positive but not statistically significant, satisfaction acts as a partial mediator in the broader link between service quality and loyalty. This demonstrates that service quality cannot serve as the sole predictor of ongoing loyalty. Recommended operational adjustments for telecommunications operators include abandoning rigid interaction scripts, reviewing and analysing customer engagements, delivering multifunctional customer support, and proactively reconnecting with dissatisfied consumers.
Retaining subscribers is a central operational priority for telecommunications providers in competitive markets. Demonstrating that service quality alone does not guarantee loyalty shows network operators the necessity of managing customer satisfaction. Implementing more flexible customer service practices, monitoring client interactions, and directly addressing the grievances of unhappy users can help companies protect their customer base and improve long-term engagement.
The insights apply directly to customer relationship management teams within telecommunications network operators. The findings suggest near-market operational changes, offering guidance for customer service workflows, agent training, and retention policies. Rather than requiring technical product development, commercial application involves adjusting internal customer care practices, removing script-based call protocols, and implementing structured review processes for customer interactions in telecommunications firms.
AI-generated from the published abstract. Always read the original work before citing.
The aim of the study was to investigate customer satisfaction’s mediation role in the relationship between service quality and customer loyalty within Ghana’s telecommunication sector. The report followed an approach to quantitative analysis and questionnaires to collect data from 105 respondents. The statistical analysis was performed using descriptive methods and inferential statistical techniques in IBM SPSS. The mediation analysis was made using Hayes' PROCESS macro model 4. Results of the analysis showed that quality of service is a substantially positive indicator of customer loyalty. It was also evident that Service Quality had a significant and positive influence on customer satisfaction. The direction between the mediator (Customer Satisfaction) and Customer Loyalty was positive but not significant. Again, it became evident that customer satisfaction partially balances the relationship between service quality and customer loyalty. It was evident that telecommunications companies' service quality cannot be the only predictor of customer loyalty, but customer satisfaction should be considered. The study recommends that telecommunications companies in Ghana should lose the script or the strict customer interaction code, review and analyze customer interactions, make multifunctional supports available and reconnect with disgruntled customers.
This page summarises published work. The authoritative version sits with the publisher.
DOI: 10.5430/jms.v11n3p13
Is something wrong with this record? Report it or request removal.
Discussion
Have you built on this work, tried to replicate it, or seen it applied in practice? Share what you know. Verified researchers and MARATTO™ domain experts can open a discussion, and any member can reply. Contributions are reviewed before they appear.
No discussion yet. Open the first thread.
New to MARATTO™? Create a free account.
