A digital illustration representing mobile connectivity issues in Ghana, showing a mix of broken and strong signals over a cityscape with diverse people using their phones.

Are Ghana's Mobile Networks Meeting Your Expectations? A Customer Service Check-Up

Avery Sinclair in Business & Economy December 2025 • 5 min read.

"Dive into an analysis of mobile service quality in Ghana and see how well your network measures up in coverage, reliability, and overall customer satisfaction."

In today's fast-paced world, reliable mobile service is more than a luxury—it's a necessity. We depend on our phones for everything from staying connected with loved ones to managing our work and personal lives. But what happens when your mobile network doesn't live up to its promises? For consumers in Ghana, a recent study sheds light on this very issue, exploring how customers perceive the quality of service provided by the nation's leading mobile telephony companies.

This article dives into the findings of that study, conducted using the SERVQUAL quality measurement scale, a well-established method for assessing service quality across various industries. By comparing customer expectations with their actual experiences, the research reveals critical gaps in service delivery and highlights key areas where mobile networks need to step up their game.

Whether you're a seasoned mobile user or just looking to understand the landscape of mobile service in Ghana, this analysis provides valuable insights into the strengths and weaknesses of the major players and what it means for your connectivity.

The Reliability Factor: Coverage and Call Drops

A digital illustration representing mobile connectivity issues in Ghana, showing a mix of broken and strong signals over a cityscape with diverse people using their phones.

The study highlights a significant concern for mobile users in Ghana: reliability, particularly in terms of network coverage and call drops. According to the research, several of the mobile network operators sampled demonstrated a negative weighted mean difference between customer perception and expectation on this crucial service quality variable. In simpler terms, customers generally feel that their mobile networks aren't meeting their expectations when it comes to consistent coverage and minimizing dropped calls.

Why is reliability so important? The study identifies it as a key performance indicator for mobile telephony firms. Think about it: what's the point of having a phone if you can't rely on it to make calls or access the internet when you need it most? This is especially critical for businesses and individuals who depend on their mobile devices for work, communication, and accessing essential services.

Coverage Concerns: Many users experience inconsistent signal strength, leading to frustration and limited connectivity.
Call Drop Issues: Dropped calls disrupt conversations and can be particularly problematic in emergency situations.
Impact on Productivity: Unreliable service hinders productivity for businesses and individuals alike.

While the study reveals challenges in network reliability, it also uncovers a positive aspect: customer relationships. Despite dissatisfaction with reliability measures, customers are maintaining their relationships with network operators. This suggests that while quality is important, it isn't the only factor influencing customer loyalty. Other factors, such as convenience, pricing, or bundled services, may also play a significant role.

The Path Forward: Improving Mobile Service Quality in Ghana

The study's findings offer valuable insights for mobile network operators in Ghana. To bridge the gap between customer expectations and perceptions, these companies should prioritize investments in network infrastructure, particularly in expanding coverage and reducing call drops. Improving customer service responsiveness and enhancing communication about network issues can also help build trust and improve customer satisfaction.

Furthermore, regulatory bodies such as the National Communication Authority have a crucial role to play in ensuring that mobile networks adhere to quality standards and address customer concerns effectively. Clear guidelines and strict enforcement are essential to protect consumer interests and promote a competitive market.

Ultimately, enhancing mobile service quality in Ghana requires a collaborative effort between network operators, regulatory bodies, and consumers. By understanding customer expectations, addressing service gaps, and fostering open communication, Ghana can create a mobile environment that empowers individuals, supports businesses, and drives economic growth.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.5430/jms.v5n3p60, Alternate LINK

Title: A Gap Analysis Of Customer Perceptions And Expectation Of Service Quality Amongst Mobile Telephony Companies In Ghana

Subject: General Medicine

Journal: Journal of Management and Strategy

Publisher: Sciedu Press

Authors: Albert Puni, Abednego Okoe, John B. Damnyag

Published: 2014-08-12

Everything You Need To Know

How did the study measure mobile service quality in Ghana?

The study uses the SERVQUAL model to compare customer expectations with their actual experiences with mobile service providers. SERVQUAL is a well-established method used across various industries to measure service quality. By identifying gaps between expectations and perceptions, the study pinpoints specific areas where mobile networks in Ghana need improvement. It does not assess the technical specifications of the networks but rather focuses on the subjective experiences of the users.

What specific issues are mobile users in Ghana experiencing with their network coverage?

The study indicates that customers are experiencing issues with network coverage and dropped calls. Specifically, the research reveals a negative weighted mean difference between what customers expect and what they perceive regarding consistent coverage and minimizing dropped calls. This reliability factor is a key performance indicator because it directly impacts the ability of users to make calls, access the internet, and conduct their daily activities effectively. The study doesn't explore specific geographic regions facing greater issues, but it highlights this as a general concern across Ghana.

Why are customers staying with their current mobile network providers despite dissatisfaction with service reliability?

While customers express dissatisfaction with the reliability of mobile services, they are still maintaining their relationships with the network operators. This suggests that other factors, such as convenience, pricing, or bundled services, are also influencing customer loyalty. The study does not specifically address the weight of these factors but indicates that improving network reliability alone may not be sufficient to guarantee customer satisfaction and retention.

What should mobile network operators in Ghana do to improve service quality based on the study's findings?

Mobile network operators in Ghana should prioritize investments in improving network infrastructure to expand coverage and reduce call drops. They also need to focus on enhancing customer service responsiveness and improving communication about network issues. By addressing these areas, mobile companies can begin to bridge the gap between customer expectations and perceptions, leading to greater satisfaction and loyalty. The study doesn't offer concrete solutions, but the suggestion to invest in infrastructure is a crucial step.

What are the implications of unreliable mobile service for users in Ghana?

Consistent signal strength is essential for reliable communication, access to information, and conducting business. Dropped calls disrupt conversations and can be particularly problematic during emergency situations. Unreliable service hinders productivity for businesses and individuals alike, leading to frustration and potential economic losses. Addressing network reliability will boost productivity and contribute to economic activity. The study provides a consumer perspective on the effects of these issues.