How Service Experience Leads to Brand Loyalty: Perspective from the Telecom Sector in Ghana

This paper seeks to investigate the relationship amongst service experience, customer satisfaction and brand loyalty in the Ghanaian telecommunication industry. Students from Central University College Accra were selected randomly to respond to a questionnaire. Structural Equation Modeling (SEM) was used in analyzing the data. The study revealed that service quality significantly influences both customer satisfaction and brand loyalty; and also customer satisfaction significantly influences brand loyalty. Telecommunication firms and other firms which want to survive competition have to know what their customers want and satisfy them. Managers must also be aware that service quality must be measured in terms of customer satisfaction in order to enhance brand loyalty. This paper is one of the very few empirical researches conducted, that investigates the importance of service experience to customer satisfaction and brand loyalty in the telecommunication service industry in an emerging market economy. The findings, if well publicized, will encourage both scholars and professionals elsewhere to value the importance of using customer inputs in developing service innovation strategies in the telecommunication industry in emerging markets.