Effect of Customers' Satisfaction of Service Delivery on Customers' Retention of Tigo Telecommunication Network (A Case of Abokobi-Madina Locality)

Abstract

The study mainly determined the effect of customer satisfaction of service quality on customer retention intention of TiGo in the Abokobi-Madina locality. The study specific determined the extent of customer satisfaction of service delivery by TiGo; evaluated customer retention intention of TiGo; and finally related customer satisfaction of service delivery to customer retention intention. The study used quantitative methodology to investigate the effect of customer satisfaction of service quality on retention of Tigo. A structured questionnaire was used to gather data. Customers' satisfaction of service quality delivered by Tigo and their intention to retain the service of Tigo were measured perceptually on Five-point scale. Questionnaires with a high reliability (Cronbach's alpha >0.70) were delivered through personal contact and self-administered by the customers. Overall, 250 respondent were selected. The study found that: the customers were satisfied with the quality of service delivered by Tigo; the customers could not indicate whether or not they would retain the services of Tigo; of the service quality dimension, tangibility, assurance and reliability had significant positive effect on customer retention intention of Tigo, while responsiveness had significant negative effect on customer retention. The study recommended that maintaining existing customers should be a better option than chasing for new non-existing customers by Tigo and that future study should consider expanding the scope so as to make the findings more dependable.