Service Quality and Customer Satisfaction in the Telecommunication Industry. A Case of Millicom Ghana Limited (TIGO)

Abstract

This project was undertaken to examine the overall customer satisfaction (CS) with service quality delivered by TIGO Ghana and to also ascertain whether service quality exerts a strong influence on the level of customer satisfaction; the case of customers of TIGO Ghana in the University and its environs. Service quality today has become not only the rhetoric of every business enterprise, but also occupies eminent position in every discourse. No business organization can survive without building its customer satisfaction; likewise no organization can make a healthy living without meeting the needs of its customers. Two types of data were collected; Primary Data and Secondary Data. This was necessary since it helped to add to the findings of the researcher. A simple random sampling and purposive sampling method were used. This ensured that every member of the population had equal chance of being part of the sample. The sample size chosen was 120 customers. It was revealed in the survey carried out that customers of TIGO did not think that TIGO provided a more competitive service in terms of quality. They expressed their dissatisfaction with the services and products of TIGO by stating emphatically that they would not recommend the company to other people. In addition they mentioned some of the problems they have with the company and these included; unresponsive nature of the company‟s call centre, sending across to customers, unsubscribed messages, poor internet services and charging for calls not made amongst others. On their recommendations for improvement in the services and products of TIGO, they indicated that the company must not charge for calls that have not been made, call centre should respond promptly to calls and follow up on customer complaints till they are resolved, reward loyal customers to keep them and stop sending unsubscribed messages to customer and improve on the internet services of the company.