KUMASI TECHNICAL UNIVERSITY

FACULTY OF BUSINESS AND MANAGEMENT STUDIES

DEPARTMENT OF MARKETING

TOPIC:

FACTORS AFFECTING CUSTOMER SATISFACTION AND

PREFERENCE IN THE TELECOMMUNICATIONS INDUSTRY: A CASE
STUDY OF MTN GHANA

A PROJECT REPORT SUBMITTED TO THE DEPARTMENT OF

MARKETING, KUMASI TECHNICAL UNIVERSITY

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF HIGHER NATIONAL DIPLOMA (HND) IN MARKETING

BY

MENSAH EMMANUEL CARLOS JNR

(MKT 051303136)
 DECLARATION

I hereby declare that this submission is my own work towards the Higher National
Diploma in Marketing and that, to the best of my knowledge, it contains no
material previously research on published by another person nor material which
has been accepted for the award of any other diploma of the Institution, except
where due acknowledgement has been made in the text.

Mensah Emmanuel Carlos Jnr .................................. ............................

(CANDIDATE MKT05103136) Signature Date

Certified By:

Dr. Alfred Owusu ................................. ................................

(SUPERVISOR) Signature Date

Certified By:

Dr. Alfred Owusu .............................. ...............................

(HEAD OF DEPARTMENT) Signature Date

 DEDICATION

With heartfelt gratitude and joy, I wish to warmly dedicate this milestone to the
almighty God the supremacy of all things for given me the intellectual ability to
make this concept a reality, Dr. Alfred Owusu my humble and principled
supervisor, Prof. Alexander Ayogyam (IRID, Director), lecturers of marketing
department, staff of IRID Kumasi Technical University and as well as my loving
family and friend Joycelyn Opoku. These and many other persons have been and
continue to be a blessing to my life. God Bless you all richly... AMEN
 ACKNOWLEDGEMENT

For I am the Lord, your God, who takes hold of your right hand and says to
you,

Do not fear; I will help you (Isaiah 41:13)

I would forever be grateful to God for seeing me through this HND programme.
My special thanks also go to my dependable supervisor Dr. Alfred Owusu, Prof.
Alexander Ayogyam (Director, IRID), Dr. Felix N. Engmann (Director, CRDTI)
and Mr Collins Kankam for offering directions, suggestions, and encouragement
during the entire duration of this project work. I am also grateful to the staffs of the
Kumasi Technical University and Dr. Smart. A. Sarpong, Mr Michael A. Boateng
and Dr. Addo Koranteng all research fellows at the Institute of Research and
Innovations Developments (IRID) for their enthusiastic and technical support. To
the Head of Department of Marketing, I say thank you for your guidance and
comments which have help shaped many aspects of this work.

I am grateful to all lecturers and the entire staff of the Department of Marketing
(Kumasi Technical University) for the knowledge imparted unto me and for
making the process of learning a pleasant one.

I owe a debt of gratitude to my beloved auntie Mrs Sarah Ofori Essuman and
spiritual father Apostle Swanzy Essuman and all friends and family who in one
way or the other contributed towards the successful completion of this HND
programme.