The Effect of Service Quality on Customer Satisfaction in the Utility Industry – A Case of Vodafone (Ghana)

This paper sought to examine the relationship between service quality and customer satisfaction in the utilityindustry (telecom) in GhanaThe study adapted the SERVQUAL model as the main framework for analyzing service quality. Multipleregression analysis was used to examine the relationships between service quality variables and customersatisfaction. The results showed that all the service quality items were good predictors of customer satisfaction.For managers, this finding has important implications with regard to brand building strategies. Indications of asuccessful brand building strategy are found when companies provide quality services relative to othercompanies within the same industry. It is imperative for Vodafone (Ghana) and other telecom firms, therefore, toimprove customer services by giving customers what they want and at the right time. Thus, identifying andsatisfying customers’ needs could improve network services because what is offered can be used to separate thecompany’s services from competitors’.