Age of Respondents

Cumulative
Percent
Frequency Percent Valid Percent

Valid 18 - 25 23 11.8 11.8 11.8

26 - 35 70 35.9 35.9 47.7

82.6
36 - 45 68 34.9 34.9

94.9
46 - 55 24 12.3 12.3

100.0
Above 55 10 5.1 5.1

Total 195 100.0 100.0

Table 4.1 above shows that twenty three (23) people were in the 18 – 25 age group, seventy (70)
in the 26 – 35 age bracket, sixty eight (68) fell in the 36 – 35 age group. Twenty four (24) people
were in the 46 – 55 age group with the remaining ten (10) being above fifty five years. It can
therefore be said that most of the phone user fell in the 26 – 45 age group.

Gender of Respondents

Cumulative
Percent
Frequency Percent Valid Percent

Valid Male 113 57.9 57.9 57.9

Female 82 42.1 42.1 100.0

Total 195 100.0 100.0

The table above indicates that one hundred thirteen (113) of the respondents representing 57.9%
were males with the remaining eighty two (82) being females. From the study it can be said that
more males use phones than females.
 Educational Background of Respondents

Cumulative
Percent
Frequency Percent Valid Percent

Valid Primary 3 1.5 1.5 1.5

Secondary 18 9.2 9.2 10.8

38.5
HND/Diploma 54 27.7 27.7

74.4
Degree 70 35.9 35.9

88.7
Post Graduate 28 14.4 14.4

99.0
Professional 20 10.3 10.3

100.0
Other 2 1.0 1.0

Total 195 100.0 100.0

It can be seen from the table above that eighteen (18) of the respondents had their education up
to the secondary school level, fifty four (54) had a Higher National Diploma of another Diploma
certificate. Seventy (70) of them representing 35.9% are having a first degree certificate; twenty
eight (28) are post graduate certificate holders. Twenty (20) of the respondents belong to
professional bodies with the remaining two (2) saying they are training College Certificate ‘A’
holders. The study shows that majority of the respondents the researcher came into contact with
have attended school to the tertiary level.
 Occupation of Respondents

Cumulative
Percent
Frequency Percent Valid Percent

Valid Public Servant 138 70.8 70.8 70.8

Private Sector 24 12.3 12.3 83.1

96.4
Self Employed 26 13.3 13.3

100.0
Other 7 3.6 3.6

Total 195 100.0 100.0

The table above clearly indicates that as many as one hundred and thirty eight (138) of the
respondents representing 70.8% are public servants, twenty four (24) of them are in the private
sector with the remaining twenty six (26) representing 13.3% being self employed. From the
study the researcher can therefore say that majority of phone users are public servant.

How Long have you been with Vodafone

Cumulative
Percent
Frequency Percent Valid Percent

Valid Below 3 54 27.7 27.7 27.7

3-6 93 47.7 47.7 75.4

95.4
7–9 39 20.0 20.0

100.0
10 and above 9 4.6 4.6

Total 195 100.0 100.0

It can be seen from the above table that fifty four (54) of the respondents have used Vodafone for
less than three (3) years, ninety three (93) of them representing 47.7% said they have been on the
Vodafone network for the past six (6) years. Thirty nine (39) of them said they have used
Vodafone for the past nine years with nine (9) of them haven used Vodafone for more than ten
(10) solid years now.

How often do you recharge your cell phone with Vodafone prepaid card?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Daily 14 7.2 7.2 7.2

Twice weekly 45 23.1 23.1 30.3

46.7
Thrice weekly 32 16.4 16.4

85.6
Weekly 76 39.0 39.0

100.0
Monthly 28 14.4 14.4

Total 195 100.0 100.0

The table above shows that fourteen (14) of the people said they recharge their phones with
credits daily, forty – five (45) of them recharge twice every week and thirty – two saying they
recharge thrice every week. Quite a higher number of people (ie seventy – six (76)) said they
recharge weekly with the remaining twenty – eight (28) recharging once every month. One thing
that the researcher cannot find as of now is whether those who recharge everyday buy the credits
in bits or buy it in large amounts and use it for calls. The second thing is whether those who
recharge weekly also buy in bulk and therefore does not finish early. Finally the researcher is
tempted to believe that those who recharge monthly are among the group of people who have
one phone but with different chip and so depending on the number they are about to make a call
to and the chip which would be used.
 Which other mobile telecommunication firm do you use apart from
Vodafone?

Cumulative
Percent
Frequency Percent Valid Percent

Valid MTN 71 36.4 36.4 36.4

Tigo 36 18.5 18.5 54.9

70.8
Zain 31 15.9 15.9

77.4
Kasapa 13 6.7 6.7

100.0
None 44 22.6 22.6

Total 195 100.0 100.0

It can be seen from the table above that apart from Vodafone, seventy – one (71) of them said
they use MTN, thirty – six (36) of them said Tigo and thirty – one (31) of them said Zain.
Thirteen (13) said they use Kasapa with forty – four (44) of them representing 22.6% saying they
use only Vodafone.

I expect Vodafone call centres to solve my complaints quickly

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 130 66.7 66.7 66.7

Agree 63 32.3 32.3 99.0

100.0
Neutral 2 1.0 1.0

Total 195 100.0 100.0

The above table indicates that as many as one hundred and thirty (130) of the respondents
representing 66.7% saying they strongly agree that they expect Vodafone call centres to solve
their complaints quickly. Sixty – three (63) and two (2) of them respectively said they agree and
are neutral about their expectation of Vodafone call centres to solve their complaints quickly. It
can be inferred that Vodafone currently does not solve complaints of its customers quickly or if it
does it is not as quick as expected.

I expect vodafone to have a clear network

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 155 79.5 79.5 79.5

Agree 36 18.5 18.5 97.9

100.0
Neutral 4 2.1 2.1

Total 195 100.0 100.0

Once again the above table shows that as many as one hundred and fifty – five (155) of the
respondents representing 79.5% said they strongly agree that they expect Vodafone to have a
clear network. Thirty – six (36) and four (4) people respectively said they agree and have neutral
view about their expectation about Vodafone having a clear network. This again means that to
most Vodafone customers the network currently does a clear network.

I expect a better discount whenever I use Vodafone services

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 133 68.2 68.2 68.2

Agree 50 25.6 25.6 93.8

100.0
Neutral 12 6.2 6.2

Total 195 100.0 100.0

The table above shows that one hundred and thirty – three (133) people representing 68.2% said
they strongly expect to receive better discounts from Vodafone. Fifty (50) people said they agree
that Vodafone should offer better discounts. The remaining twelve (12) said they have a neural
view about Vodafone offering its customers better discounts. This clearly means that Vodafone
customers are not currently contended with the kind of discounts that Vodafone is rolling out.

I look forward to a wider coverage of Vodafone network

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 150 76.9 76.9 76.9

Agree 35 17.9 17.9 94.9

98.5
Neutral 7 3.6 3.6

100.0
Disagree 3 1.5 1.5

Total 195 100.0 100.0

It can be seen from the table above that one hundred and fifty (150) of the respondents said they
strongly agree that Vodafone should ensure that they expand their network coverage. Thirty –
five (35) of them said they also agree that Vodafone should expand the network. It is only ten
(10) people who were indifferent about the company expanding its coverage area. It can
therefore be said that one hundred and eighty –five (185) people are expecting Vodafone to have
a wider coverage.
 I expect Vodafone Services in terms of charges/prices to be reasonable

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 133 68.2 68.2 68.2

Agree 45 23.1 23.1 91.3

99.0
Neutral 15 7.7 7.7

100.0
Disagree 2 1.0 1.0

Total 195 100.0 100.0

The table above is indicating that one hundred and thirty – three (133) of the respondents
representing 68.2% strongly agree that they expect Vodafone services in terms of charges to be
reasonable. Forty – five (45) and fifteen (15) people respectively said they agree and have a
neutral view in their expectation of Vodafone services terms of prices to be reasonable. Two (2)
people are of the view that currently Vodafone services in terms of charges are reasonable.
I look forward to prompt call without delays

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 141 72.3 72.3 72.3

Agree 50 25.6 25.6 97.9

99.0
Neutral 2 1.0 1.0

100.0
Disagree 2 1.0 1.0

Total 195 100.0 100.0

It ca be reported from the above table that one hundred and forty – one (141) of the respondents
strongly agree that they look forward to prompt calls without delays from Vodafone. Fifty (50)
of them also said they looking forward for prompt calls from Vodafone. An inference that can be
made from this is that there are some delays in Vodafone calls currently.
 I expect to recharge or top up my units anywhere

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 132 67.7 67.7 67.7

Agree 58 29.7 29.7 97.4

100.0
Neutral 5 2.6 2.6

Total 195 100.0 100.0

The above table is telling us that one hundred and thirty – two (132) of the respondents are
saying that they strongly agree that expect

I expect to access Vodafone services at anytime of the day

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 157 80.5 80.5 80.5

Agree 34 17.4 17.4 97.9

100.0
Neutral 4 2.1 2.1

Total 195 100.0 100.0

The above table indicates that as many as one hundred and fifty – seven (157) of the respondents
representing 80.5% said they strongly agree with the expectation of most Vodafone customers to
be able to access services at anytime of the day. Thirty four (34) of them also agree with this
expectation on Vodafone. This clearly means that some of the services or products are not
currently available throughout the day.
 I expect employees of Vodafone to be knowledgeable and professional

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 126 64.6 64.6 64.6

Agree 58 29.7 29.7 94.4

100.0
Neutral 11 5.6 5.6

Total 195 100.0 100.0

The above table reports that one hundred and twenty – six (126) and fifty – eight (58) people
respectively strongly agree and agree that Vodafone should employ professional and
knowledgeable people at their front desks and customers care offices.

I expect Vodafone to use modem equipment and technology in delivering their

services

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 153 78.5 78.5 78.5

Agree 39 20.0 20.0 98.5

100.0
Neutral 3 1.5 1.5

Total 195 100.0 100.0

The above table is indicating that one hundred and fifty – three (153) and thirty – nine (39) of the
respondents representing 78.5% and 20.0% respectively are saying that the strongly agree and
agree with the demand by Vodafone customers on the company to use modern equipment and
technology in the delivery of their services.
 Vodafone call centres handle complaints quickly

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 22 11.3 11.3 11.3

Agree 82 42.1 42.1 53.3

74.9
Neutral 42 21.5 21.5

97.9
Disagree 45 23.1 23.1

100.0
Strongly Disagree 4 2.1 2.1

Total 195 100.0 100.0

The table above shows that eighty – two (82) people said they agree with the researcher that call
centres handle are meant to handle complaints quickly. Forty – two (42) and forty – five (45)
people respectively said they have a neutral view and disagree with the idea Vodafone call
centres handled their complaints quickly.

Vodafone network is very clear

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 24 12.3 12.3 12.3

Agree 73 37.4 37.4 49.7

79.5
Neutral 58 29.7 29.7

99.5
Disagree 39 20.0 20.0

100.0
Strongly Disagree 1 .5 .5

Total 195 100.0 100.0

From the table above it can be said that about hundred (100) customers of Vodafone agree
(strongly agree and agree) that the network is very clear. Thirty – nine (39) people said they
disagree with people who say Vodafone has a very clear network.

Vodafone offers the best discounts

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 29 14.9 14.9 14.9

Agree 55 28.2 28.2 43.1

74.4
Neutral 61 31.3 31.3

95.4
Disagree 41 21.0 21.0

100.0
Strongly Disagree 9 4.6 4.6

Total 195 100.0 100.0

The table above shows that eighty – four (84) of the respondents agree (strongly agree and agree)
that Vodafone offers it customers the best discounts. Sixty – one (61) people had a neutral view
about this. Forty – one (41) people said they disagree with people who said Vodafone offers the
best discounts. This is almost a split decision because there is no clear cut view of the
respondents.
 Vodafone network has a wider coverage

Cumulative
Percent
Frequency Percent Valid Percent

Strongly Agree 15 7.7 7.7 7.7

Agree 61 31.3 31.3 39.0

64.6
Neutral 50 25.6 25.6

90.3
Disagree 50 25.6 25.6

100.0
Strongly Disagree 19 9.7 9.7

Total 195 100.0 100.0

The above table indicates that 39.0% (strongly agree and agree) of the respondents said they
agree (strongly agree and agree) that Vodafone has a wider coverage area. Sixty – nine (69)
people (strongly disagree and disagree) representing 35.3% said they disagree (strongly disagree
and disagree) with the assertion that Vodafone has a wider coverage area. It can therefore be
inferred in a way that Vodafone does not have a wider overwhelming coverage area.

Vodafone has reasonable charges/prices

Cumulative
Percent
Frequency Percent Valid Percent

Strongly Agree 19 9.7 9.7 9.7

Agree 71 36.4 36.4 46.2

82.1
Neutral 70 35.9 35.9

95.9
Disagree 27 13.8 13.8

100.0
Strongly Disagree 8 4.1 4.1

Total 195 100.0 100.0

It can be seen from the table above that seventy (70) of the respondents said they have a neutral
view about the reasonability of Vodafone charges or prices. Ninety (90) people agreed that
Vodafone has reasonable charges and prices as compared to the other mobile telecommunication
networks. Thirty – five (35) people disagreed with the assertion that Vodafone has reasonable
charges.

Vodafone call are prompt

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 12 6.2 6.2 6.2

Agree 80 41.0 41.0 47.2

77.9
Neutral 60 30.8 30.8

95.4
Disagree 34 17.4 17.4

100.0
Strongly Disagree 9 4.6 4.6

Total 195 100.0 100.0

 I can recharge or top up my units anywhere

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 26 13.3 13.3 13.3

Agree 80 41.0 41.0 54.4

75.4
Neutral 41 21.0 21.0

92.3
Disagree 33 16.9 16.9

100.0
Strongly Disagree 15 7.7 7.7

Total 195 100.0 100.0

The above table shows that one hundred and six (106) of the respondents said that with their
experience

I can make and receive calls anytime of the day

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 27 13.8 13.8 13.8

Agree 70 35.9 35.9 49.7

84.6
Neutral 68 34.9 34.9

100.0
Disagree 30 15.4 15.4

Total 195 100.0 100.0

The above table shows the experiences of people on whether they can make and receive calls at
anytime of the day. Ninety – seven (97) people said they agree (strongly agree and agree) with
the assertion that anybody who is on the Vodafone network can make and receive calls anytime
of the day. Sixty – eight (68) people said they are indifferent about they saying whether they can
receive and make call at anytime of the day.

Employees of Vodafone are knowledgeable and professional

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 22 11.3 11.3 11.3

Agree 89 45.6 45.6 56.9

88.2
Neutral 61 31.3 31.3

96.4
Disagree 16 8.2 8.2

100.0
Strongly Disagree 7 3.6 3.6

Total 195 100.0 100.0

The above table indicates that over a hundred people said from their experience they agree
(strongly agree and agree) that employees of Vodafone are knowledgeable and professional.
Sixty – one (61) of the respondents hold a neutral view about the knowledge ability and
professionalism of Vodafone employees. It is only seven (7) people who said they disagree.
Vodafone Company use modem equipment and technology in delivering their services

Cumulative
Percent
Frequency Percent Valid Percent

Valid Strongly Agree 36 18.5 18.5 18.5

Agree 73 37.4 37.4 55.9

86.2
Neutral 59 30.3 30.3

97.4
Disagree 22 11.3 11.3

100.0
Strongly Disagree 5 2.6 2.6

Total 195 100.0 100.0

The above table report that slightly above hundred (100) of the respondents said they agree
(strongly agree and agree) with the assertion that Vodafone uses modern equipment and
technology in their delivering services. Twenty – seven (27) people said based on their
experience they disagree (strongly disagree and disagree) with the assertion that Vodafone uses
modern equipments and technology in their services.

Respondents gave the following as the three (3) most important things that in their view is
related to customer satisfaction in mobile telephony:
• Ability to make and receive calls at anytime of the day without delays. This is to say calls
should be prompt.
• The ability of the various customers cares service centres to handle or solve complaints
quickly.
• Transparency in call charges and promotions
• Clarity in calls made. This is to say there should be no interference.
• The companies should have a wider coverage.
• Lower call rates.
• Giving out discounts
• Awarding loyal customers
• Companies should use modern equipments and technology so that customers can use
 most of the numerous functions on their phones.

How did you feel after you experienced a bad service?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Very Dissatisfied 144 73.8 73.8 73.8

Dissatisfied 44 22.6 22.6 96.4

100.0
Less Satisfied 7 3.6 3.6

Total 195 100.0 100.0

As it is expected as many as one hundred and forty – four (144) of the respondents representing
73.8% said they were vey dissatisfied when ever they experience a bad service. Forty – four of
them said they were dissatisfied. It can therefore be inferred that customers will always feel
dissatisfied and as such providers should ensure that they always provide good services to
customers.
 How did you feel after you experienced a good service?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Very Satisfied 85 43.6 43.6 43.6

Satisfied 98 50.3 50.3 93.8

96.9
Less Satisfied 6 3.1 3.1

100.0
Dissatisfied 6 3.1 3.1

Total 195 100.0 100.0

The above table shows how respondents feel whenever they experience good services. It can be
seen that as many as one hundred and seventy – three (173) of the respondents representing
93.9% said they are always satisfied (very satisfied or satisfied) when ever they experience a
good services.
To what extent do you think staff of mobile telecommunication firms should be
empowered to handle customers?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Highly Empowered 113 57.9 57.9 57.9

Empowered 80 41.0 41.0 99.0

100.0
Less Empowered 2 1.0 1.0

Total 195 100.0 100.0

The above table reports that almost all the respondents said there is the need for the mobile
telecommunication firms to empower the staff or employees to handle customers’ complaints
professionally. This may be due to the fact that customers might have had some bad experiences
at their respective provider’s customer service points. This means that there is the need for the
various telecommunication networks to train their front desk and customer services staffs
What actions do you intend to take if services rendered by a mobile telecommunication firm do
not meet your expectations?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Leave the firm 146 74.9 74.9 74.9

Continue to access their 14 7.2 7.2 82.1

services
96.9
Tell others about the poor 29 14.9 14.9
services of the firm
100.0
Report to pressure group 6 3.1 3.1

Total 195 100.0 100.0

The above table is indicating that the highest option left to most customers of the mobile
telecommunication providers if they do not render the best services is they leaving the provider
completely. This is shown by the highest percentage of 74.9 with a corresponding number of
people being one hundred and forty – six. The next highest option is the customers telling non
customers about the poor services their providers are rendering them. The least option according
to the customers is they reporting to pressure group which in the view of the researcher in Ghana
is somehow not vibrant.

Overall, are you satisfied with the way your mobile telecommunication
firms treat customers?

Cumulative
Percent
Frequency Percent Valid Percent
Valid Yes 98 50.3 50.3 50.3

No 97 49.7 49.7 100.0

Total 195 100.0 100.0

It can be seen from the table above that ninety – eight (98) of the respondents said on the whole
they are satisfied with the way the mobile telecommunication companies treat their customers.
The remaining ninety – seven (97) saying no. This is a split decision and therefore not
encouraging.
Below are some of the reasons given by those who said yes:
• They offer internet service.
• Polite responses to customers
• Ready solutions to network problems whenever reported. This is to say they act swiftly to
genuine complaints by customers.
• Charges and prices are moderate.

Below are some of the reasons for those who said no:
• Most employees do not have good customer relations. They talk to customers anyhow.
• There is no transparency in their operations, especially those concerning their charges
and promotions which are sometimes very deceptive.
• A bad service such as telling a customer that the number you are calling is out of
coverage area or is unavailable which in most cases is false.
• Higher tariffs for international calls.

Overall are you satisfied with the services of Vodafone?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Yes 124 63.6 63.6 63.6

No 71 36.4 36.4 100.0

 Total 195 100.0 100.0

The table above shows that one hundred and twenty – four of the respondents said despite all the
short comings of Vodafone they are still satisfied with their services. The remaining seventy –
one (71) said no.

Would you continue to stay with Vodafone

Cumulative
Percent
Frequency Percent Valid Percent

Valid Yes 157 80.5 80.5 80.5

No 38 19.5 19.5 100.0

Total 195 100.0 100.0

As many as one hundred and fifty – seven (157) respondents representing 80.5% said they will
continue to stay with Vodafone with only thirty – eight (38) of them saying they would leave.

If you have the choice would you leave?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Yes 96 49.2 49.2 49.2

No 99 50.8 50.8 100.0

Total 195 100.0 100.0

The table above reports that ninety – six (96) of the respondents said they will leave Vodafone to
another network if they have a choice. The remaining ninety – nine (99) said they will continue
to stay with Vodafone no matter what. The meaning of this is that, to some of the customers if
they get another network which will provide other services other than what Vodafone is currently
doing they will leave.

Would you recommend Vodafone to others?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Yes 128 65.6 65.6 65.6

No 67 34.4 34.4 100.0

Total 195 100.0 100.0

The table above shows that 65.6% of the respondents said they would recommend Vodafone to
other people. Sixty –seven (67) of the respondents representing 34.4% said they do not see
anything good about Vodafone and therefore would not recommend it to others.

Are you proud of Vodafone?

Cumulative
Percent
Frequency Percent Valid Percent

Valid Yes 114 58.5 58.5 58.5

No 81 41.5 41.5 100.0

Total 195 100.0 100.0

The above table is telling us that one hundred and fourteen (114) of the respondents said they are
proud of their mobile telecommunication network provider. Eighty – one (81) of them said they
are not proud of their network.

In your view which network do you think is the best

Cumulative
Percent
Frequency Percent Valid Percent

Valid Vodafone 90 46.2 46.2 46.2

MTN 12 6.2 6.2 52.3

65.1
Tigo 25 12.8 12.8

78.5
Zain 26 13.3 13.3

85.6
Kasapa 14 7.2 7.2

100.0
None 28 14.4 14.4

Total 195 100.0 100.0

The above table indicates that Vodafone with a total of ninety (90) people is the best network,
followed by Zain with twenty –six (26) people, Tigo with twenty – five (25) people. In the view
of twenty – eight (28) people none of the network is the best by their standards.

One of the objectives of the researcher is to find out whether there is some kind of relationship
exists between how Vodafone is able to satisfy its customers and the ability to maintain them.

Correlations

Overall are you

Would you
satisfied with the
continue to stay
services of
with Vodafone
Vodafone?

Overall are you satisfied with Pearson Correlation 1 .569**

the services of Vodafone?
 Sig. (1-tailed) .000

N 195 195

Would you continue to stay Pearson Correlation .569** 1

with Vodafone

Sig. (1-tailed) .000

N 195 195

**. Correlation is significant at the 0.01 level (1-tailed).

The table above shows the correlation between customers overall satisfaction with the services of
Vodafone and as to whether they will continue to stay with Vodafone.
The table reports that with a correlation coefficient of 0.569 there is a moderate positive
correlation between customer overall satisfaction with services provided and their continued stay
with the network. This shows that there is a linear positive correlation between the two variables
although not strong. This means that there is a link between customer satisfaction and customer
retention. This also means that an improvement in the services rendered by Vodafone would
result in the company keeping their customers and probably bring other customers on board. It
can therefore be inferred that based on this value that retention of customers does not solely
depend on just customer satisfaction.