A Gap Analysis of Customer Perceptions and Expectation of Service Quality amongst Mobile Telephony Companies in Ghana

Abstract

An analysis of service quality amongst mobile telephony companies in Ghana has been conducted using the SERVQUAL quality measurement scale. The research adopted a quantitative research methodology by employing multiple comparison Bonferroni test to measure responses of customer expectation and perceived service delivery by mobile telephony companies. The study revealed that three (3) out of the four (4) network operators sampled recorded negative weighted mean difference between customers perception and expectation on the reliability service quality variable which relates to coverage and low call drops, and this variable is perceived to be the key performance indicator for the firms. Mobile telephony companies however recorded positive weighted mean difference on the tangibility service quality variable. The study concludes that despite the unenthusiastic performance recorded on the reliability measures, customers are maintaining relationship with network operators suggesting that quality does not mean relationship.