Abstract:
The study examines the interconnected relationships among value co-creation,
customer satisfaction, trust, and customer loyalty in the telecommunications sector in
Greater Accra- Ghana. Greater Accra is located in the southeastern part of Ghana, along
the Gulf of Guinea.The quantitative research approach of the study affords the gathering
of data from a sample of 384 active telecom users in the area. The analysis was
conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM)
technique for the assessment of the direct associations and the influence of moderation
and mediation of customer satisfaction on the various relationships. The results reveal
that value co-creation sustains customer satisfaction, trust, and customer loyalty.
Consequently, customer satisfaction serves as an important mediator between value cocreation
and trust and loyalty. However, surprisingly, customer satisfaction negatively
moderates the relationship between value co-creation and trust as well as loyalty. The
results imply that telecom providers such as MTN, Telecel, and AirtelTigo should focus
on customer involvement in all service design and innovation activities to nurture longterm
relationships and loyalty.
Description:
A thesis in the Department of Economics Education
Faculty of Social Sciences, submitted to the school of
Graduate Studies in partial fulfillment
of the requirements for the award of
Master of Philosophy
(Economics)
in the University of Education, Winneba
MAY, 2025
