EVALUATING THE PERFORMANCE OF VODAFONE GHANA IN THE TELECOMMUNICATION INDUSTRY IN GHANA

Abstract

The telecommunication industry over the years have proven not only as an emerging economic sector but a rapidly growing sector with an immense impacts towards the revolution of the social and economic structures of Ghana. This has brought in its wake the introduction of telecommunication companies competing for the available markets in the local economy. Such stiff competitions have equally presented some challenges which have affected the corporate performance of the various telecommunication industries. This study therefore sought to evaluate the performance of Vodafone Ghana with respect to the regulatory frameworks, the extent of service coverage and market share, and customers’ assessment of products and services. In doing this, a case study of Vodafone’s branches in Accra and Kumasi were used in capturing all the major players of Vodafone Company including the management staff, customers and the vendors/retailers of sim cards and recharge vouchers. The study used the purposive and accidental sampling in the conduct of the study. The study revealed that 78 percent and 62 percent of customers (mobile phone and fixed line users) in Accra and Kumasi respectively responded that Vodafone’s call completion rate is very high. This meant that most customers could make calls without any form of interruption. Vodafone’s nationwide coverage as at December 2018 was 23.79% and share of mobile phone users in Accra and Kumasi for the 2017 to 2018 period increased by 29.6 percent and 34.7 percent respectively. Network coverage has improved by the increase in the number of cell sites from 180 in 1996 to 650 cell sites as at 2018 for Accra whilst that of Kumasi has also increased from 50 cell sites to 295 currently. Vodafone’s products sale in Accra and Kumasi has been decreasing at the average rate of negative 7.6 percent. Ministry of Communication and the National Communications Authority should arise and take pragmatic steps to ensure that customers get value for their money.