Customer Relationship Management and Customer Satisfaction at MTN Ghana Limited

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.