Abstract:
The paper examines customer satisfaction and complaint responses towards Mobile telephony
services. The study was a cross-sectional survey involving customers from two mobile telephony
industries. A self-administered structured questionnaire was used to collect primary data and it was
analysed using SPSS (version 16.0). The findings are that customer satisfaction rating differed
according to the mobile network, and that previous dissatisfaction significantly influences complaining
behaviour. Again, complaining behaviour is more prevalent among dissatisfied customers than
satisfied ones. Moreover, it was found that dissatisfaction is not a necessary condition for complaining
and that some customers may complain for several reasons even though they are satisfied.
Implications and limitations are discussed. This paper contributes to providing empirical evidence on
the much limited needed area of consumer complaining behaviour in the context of telephony industry
in developing economies.
Keywords: Complaints, consumer behaviour, complaining responses, mobile telephony services,
Ghana, overall customer satisfaction, previous dissatisfaction.
Paper type – Research paper
