An Internship Report On “CUSTOMER SATISFACTION OF SOUTHEAST BANK LIMITED, DINAJPUR BRANCH

Abstract

This Master’s thesis sought to assess and analyse customer satisfaction with service delivery of mobile telecommunication networks (MTNs) within Ghana. The main problem of this study was whether customers are satisfied with service delivery of MTNs in Ghana. The study was basically a survey that used both qualitative and quantitative approaches. A structured questionnaire was developed, pre-tested and personally administered to the target population of individual mobile subscribers. One thousand (1000) respondents were sampled from the target population of seven million, six hundred and four thousand and fifty-three (7, 604053) mobile telecom subscribers through a stratified random sampling. Out of this, nine hundred and thirty-seven (937) questionnaire constituting 93.7% response rate was got for analysis. The findings indicate that irrespective of mobile telecom network in Ghana, customer satisfaction is low; neither equal to nor better than desire and expectation of the customers. With respect to mobile network, customers are not satisfied with the service delivery of Mobile Network A. Customer satisfaction for company B is better than expected and at least equal to the desire of customers. For Mobile Network C and D, customer satisfaction is at least equal to customer expectation and desire. Again, this study concludes that overall customer satisfaction is significantly different among MTNs in Ghana, with customers of Company B, C and D rating their satisfaction with service quality higher than customers of Company A. Furthermore, customer satisfaction is better than expected for thirteen (13) dimensionitems of service quality, equal to expectation for fifteen (15) items and worse than expected for eight (8) dimensions of service quality. The findings also indicate that “Technical quality” is the most important dimension, followed by “empathy”, “reliability”, “economy”, “responsiveness”, “image”, and “assurance”, while “tangibles” is found not significantly important to the customers in Ghana’s MTNs. Most of the customer-satisfied dimensions were rated less important, while most of the customer-dissatisfied dimensions were rated more important. Moreover, the study found that Desire and Expectation Disconfirmations collectively and individually explain overall customer satisfaction significantly in Ghana’s MTNs. Customers’ switching intention is different among the networks, with the customers of Company A more willing to switch than those of Mobile Networks B, C and D. Generally the study implies that the National Communication Authority and other policy makers should take workable measures to propel MTNs in Ghana to improve upon their service quality in specific areas. A major limitation of this study is that a relatively smaller sample of the target population was used and limited to literates. It is recommended that further research should assess and analyse customer satisfaction with specific services across mobile telecom networks in Ghana