Service quality, customer satisfaction and customer loyalty: an assessment of the ghanaian media industry
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Date
2023
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KNUST
Abstract
Ghana's media landscape was dominated by a single entity, resulting in a monopolistic environment. During that era, the media played an indispensable and pivotal role in shaping the country's discourse, fostering national unity, championing diverse viewpoints, promoting the richness of Ghana's culture, and driving socio-economic development. The research is service quality, customer satisfaction and customer loyalty: an assessment of the Ghanaian media industry. The research goal was to examine the relationship between service quality and customer loyalty in the media industry in Ghana, to ascertain the relationship between service quality and customer satisfaction in the media industry in Ghana, and to assess the mediating role of customer satisfaction on the relationship between service quality and customer loyalty in the Ghanaian media industry. The research design used was the descriptive approach with the addition of deductive research approach. The research also employed the survey design with the use of convenience sampling being a non-probability sampling technique. The research employed the statistical package for social science software for the analysis. The findings suggest that there is a positive relationship between service quality and customer loyalty in the media industry in Ghana. The results show that service quality has a positive relationship to customer loyalty in the media space. A rise in service quality will provide a rise of to customer loyalty, there affirms the relationship between service quality and customer satisfaction in the media industry in Ghana. A rise in service quality will provide a rise of in customer satisfaction, the outcome demonstrates that customer satisfaction partially mediates on the relationship between service quality and customer loyalty with the point effect.
Description
A thesis submitted to the department of marketing and corporate strategy of the school of business, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for award of masters of science marketing