Abstract:
The study sought to examine customer relationship management and
customer satisfaction with Mobile Telephone Networks (MTN) Ghana.
Specifically, the study sought to uncover how Mobile Telephone Networks Ghana
maintained quality relationship with customers using its Customer Relationship
Management system and also how customer relationship management can
influence customer satisfaction among Mobile Telephone Networks subscribers
without overlooking other determining factors of satisfaction. Data for the study
came from a systematic random sampled 377 Mobile Telephone Networks mobile
subscribers.
The descriptive statistics results showed that customer satisfaction with
Mobile Telephone Networks appeared to be very low among respondents. The
results of the multiple regression suggested that significant positive relationships
existed between customer satisfaction and perceived product/service quality,
relationship quality, and customer loyalty, but not for other variables such as
customer expectation, customer complaint, and perceived value.
The study concluded with some recommendations for Mobile Telephone
Networks Ghana. Among the recommendations suggested are: managers of
Mobile Telephone Networks Ghana should consider the perceptions of
product/service quality, the level of relationship quality and loyalty when
managing relationships with customers. Also, management of Mobile Telephone
Networks Ghana should work assiduously to bridge the gap between their
perceptions of relationship quality and that of customers.
