THE IMPACT OF CORPORATE IMAGE AND SERVICE QUALITY ON  CUSTOMER LOYALTY

Please use this identifier to cite or link to this item: http://localhost:8080/xmlui/handle/123456789/236

Title:	THE IMPACT OF CORPORATE IMAGE AND SERVICE QUALITY ON CUSTOMER LOYALTY
Other Titles:	A CASE STUDY OF GHANA TELECOM (KUMASI)
Authors:	BINEY, STEPHEN FOSUAH MENSAH, GIFTY BOACHIE – YIADOM, RICHARD
Issue Date:	Jun-2013
Abstract:	In order to meet the requirements and standards set by the National Communications Authority (NCA), local telecommunications giants in the industry, especially Ghana Telecom/Vodafone Ghana had prepared its strategies to move forward to compete in the globalized market. Ghana Telecom/Vodafone Ghana has set its target to increase its market share, reduce cost and increase Customer Satisfaction Index (CSI) especially in Ghana Telecom/Vodafone Ghana Service Centre.
Description:	Today, services go far beyond what is traditionally called the service sector (Gronroos, 1990). Pursuing a service strategy can be way of differentiating the offering and creating a competitive advantage. As service companies, therefore, they should take advantage on variety approaches that makes quality service, as seen by the customer, the number one driving force for the operation of the business (Carlzon, 1987). According to both marketing theory and practical experience, firms should improve their performance by satisfying customers, so as to obtain and sustain advantage in the intensively competitive business environment.
URI:	http://localhost:8080/xmlui/handle/123456789/236
Appears in Collections:	Business Administration -ST

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