Abstract

The study examined the determinants of customer satisfaction in MTN Ghana Limited. The variables of concern were customer expectation, relationship quality, perceived value, perceived quality, and customer loyalty. The American Customer Satisfaction Index (ACSI) model was adapted as the main framework for analyzing customer satisfaction. Data for the study came from a systematic random sample of 377 MTN mobile subscribers, employing questionnaires. Two managers of the mobile network were interviewed on issues related to their CRM systems. Multiple regression analyses were used to examine the relationship between customer expectation, relationship quality, perceived value, perceived (product/service) quality, customer loyalty, and customer satisfaction. The results of the multiple regression indicated that significant positive relationship 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 implications are that MTN Ghana should consider the perceptions of customers on product/service quality, the level of relationship quality and loyalty when managing relationships with customers. The company should put measures in place to build and maintain quality relationships with customers, and also improve the quality of products and services offered to customers. Again, there is the need for management to bridge the gap in their perception of relationship quality and that of customers.

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