| dc.description.abstract | ABSTRACT
The Ghanaian mobile telecommunications industry is rapidly expanding, with fierce rivalry among its three
main operators: MTN, Vodafone, and AirtelTigo. Despite a significant number of service providers, customers are growing increasingly dissatisfied with the quality of services they receive. The purpose of the study is to examine the relationship between customer satisfaction, switching cost, and customer loyalty within Mobile Telecommunication Network (Vodafone) Ghana. The study adopted the quantitative research approach and descriptive research design. The study was then conducted among customers of Vodafone Ghana in the telecommunication industry in Ghana. The study used a sample of four hundred and fifty (450) customers of Vodafone Ghana. It was discovered that there are high levels of satisfaction among customers of Vodafone Ghana. Again, the study found that customers’ level of loyalty to the services of Vodafone is very good. It was found that customer satisfaction contributes to a significant and positive variance in customer loyalty in the Vodafone telecommunication firm in Ghana. Further, it was found that non-financial switching cost significant positive effect on customer loyalty. Finally, the results showed that financial moderates significantly the relationship between customer satisfaction and customer loyalty. However, the study found that this relationship was negative. Finally, the study found that non-financial switching costs moderated significantly and positively the link between customer satisfaction and customer loyalty. It was recommended that managers should consider implementing customer retention programs. These programs can include loyalty rewards, exclusive offers, and personalized incentives for long-term customers. By recognizing and rewarding customer loyalty, managers can reinforce positive behaviour and create a sense of appreciation among customers. | |
