Retention of Mobile (Cell) Phone Subscribers of Millicom Ghana Limited (TIGO) In Adabraka-Accra, Ghana

This study was carried out to examine the issues of customer retention within the Cell or Mobile phone sector of the Telecommunications in Ghana with a focus on Millicom Ghana Limited (Tigo). The study captured the review of similar studies that other researchers, institutions etc have conducted in the topic area. Generally, the study has shown that, effective customer service influences customer satisfaction positively and directs customer behavioural intentions which culminate in their loyalty hence retention. The study outlined the methods employed to do this study. It explained how the sample was selected and data gathered from the two data sources. The data collected was presented and analyzed. The major variables discussed were customer service, customer satisfaction and customer retention. The study found out that mobile phone users consider the overall service value offered them. Also, it was found that customers are influenced by the reliability of the service operator which tends to shape their behavioural intentions of a mobile service operator hence loyalty and retention.