Analysis of the Antecedents of Customer Loyalty of Telecommunication Industry in Ghana: The Case of Vodafone (Ghana)

Abstract

The study investigated the determinants of customer loyalty in Vodafone (Ghana). The main variables of concern were service quality, customer satisfaction and image, even though other factors were also considered. The study adapted the SERVQUAL model as the main framework for analyzing service quality. Multiple and logistic regression analyses were used to examine the relationships between service quality, customer satisfaction, image and customer loyalty. The results indicate that there is a positive relationship between service quality and customer loyalty. However, the results show a negative relationship between customer satisfaction and customer loyalty. The results of the findings suggest that Telecom management needs to emphasise service quality. Due to the fact that telecom firms do not provide tangible products, their service quality is usually assessed by measures of the service provider’s relationship with customers. Thus, telecom service management should pay attention to staff skill possession and offering fast and efficient services.