Predictors of Customer Satisfaction and Loyalty in the Mobile Communication Industry in Ho Municipality, Ghana | Chapter 09 | Emerging Issues in Science and Technology Vol. 1
Aims: The objective of this research was to find out whether subscribers are satisfied with services of the mobile network providers and identify the predictors of customer satisfaction and loyalty in the mobile communication industry and to develop model that links these satisfaction factors and loyalty for any customer in the industry. Study Design: Descriptive cross-sectional study design. Place and Duration of Study: Ho Municipality in Volta Region, Ghana, between July 2016 and September 2016. Methodology: We included sampled subscribers of the five mobile network operators (MTN, Vodafone, Tigo, Airtel and Glo) in the Ho Municipality. A total of 500 subscribers of the five mobile networks in the Municipality were selected for the research. The study employed a purposive sampling technique in selecting the subscribers located in various parts of the Ho Municipality in Volta Region, Ghana. Results: Logistic regression analysis was used to identify the predict...