Assessing the Influence of Total Quality Management on Customer Satisfaction in the Telecom Industry: A TQM–SERVQUAL Perspective

Michael Owusu-Kyei (), Yusheng Kong (), Michael Owusu Akomeah and Stephen Owusu Afriyie
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Michael Owusu-Kyei: School of Finance and Economics, Jiangsu University, 301 Xuefu Road, Zhenjiang 212013, China
Yusheng Kong: School of Finance and Economics, Jiangsu University, 301 Xuefu Road, Zhenjiang 212013, China
Michael Owusu Akomeah: I.T. Business, Ghana Communication Technology University, Accra-North PMB 100, Ghana
Stephen Owusu Afriyie: I.T. Business, Ghana Communication Technology University, Accra-North PMB 100, Ghana

Businesses, 2023, vol. 3, issue 2, 1-21

Abstract: Total quality management (TQM) has become a reliable quality and customer satisfaction approach that can meet or exceed customer satisfaction. Previous studies have not really tied total quality management in the aspects of SERVQUAL as the major influence on customer satisfaction in the Ghanaian telecommunication sector, thus the need for this research. As customer satisfaction continues to rise, telecommunication customers expect service quality to improve to meet their satisfaction. The quality of service determines the customer satisfaction level in a service industry, such as telecom. Effective total quality management would result in better service quality. SERVQUAL is arguably the model to assess the effectiveness of customer satisfaction in the service industry. The aim of this study is to assess the influence of total quality management on customer satisfaction in the telecom industry from a TQM–SERVQUAL perspective. The study relied on questionnaires to gather data about the TQM services on customer satisfaction. A self-completion questionnaire was administered to customers and employees of MTN Ghana and Vodafone Ghana. Both companies operate with the same procedures and equipment, hence the need to use the same apparatus for all contacted customers and employees. There were 800 respondents from both companies’ employees and customers, although 850 questionnaires were administered. Descriptive statistical analysis was used through the questionnaire. The investigators also ran preliminary tests such as reliability, validity, and multicollinearity tests to ascertain if the received data were reasonable enough for the research and would fit the expected model. The data collected were analyzed and the inference was drawn in the study. The key finding states that total quality management had a significant impact on service quality and customer satisfaction. It is also concluded that service quality has a positive influence on customer satisfaction. Moreover, service quality has been detected as a major variable of TQM in achieving customer satisfaction in telecommunication companies in Ghana.

Keywords: total quality management; customer satisfaction; aftersales service; service quality; SERVQUAL (search for similar items in EconPapers)
JEL-codes: A1 D0 D4 D6 D7 D8 D9 E0 E2 E3 E4 E5 E6 E7 F0 F2 F3 F4 F5 F6 G0 G1 G2 H0 J0 K2 L0 L1 L2 M0 M1 M2 M3 M4 M5 N0 N1 N2 O0 O1 P0 (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (3)

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