Title: Antecedents and outcomes of telecom reputation in Ghana

Authors: Alex Anlesinya; Zakari Bukari; Amy Afi Bonuedi; Michael K. Mickson; Adwoa Benewaa Brefo-Manuh; Gerald Joseph Nii Tetteh Nyanyofio

Addresses: Department of Organisation and Human Resource Management, University of Ghana Business School, P.O. Box LG 78, Legon, Accra – Ghana, West Africa ' Department of Marketing and Entrepreneurship, University of Ghana Business School, P.O. Box LG 78, Legon, Accra – Ghana, West Africa ' Department of Organisation and Human Resource Management, University of Ghana Business School, P.O. Box LG 78, Legon, Accra – Ghana, West Africa ' Faculty of Management, University of Professional Studies, Accra, P.O. Box LG 149, Accra Ghana, West Africa ' Faculty of Business and Management Studies, Kumasi Polytechnic, P.O. Box 854, Kumasi – Ghana, West Africa ' Faculty of Management, University of Professional Studies, Accra, P.O. Box LG 149, Accra Ghana, West Africa

Abstract: Although reputation management has gained significant research attentions, the success of particular reputation management strategies in one context or industry does not guarantee their applicability in another place due to differences in culture and other context-dependent characteristics. Hence, this study investigated the antecedents and outcomes of telecom reputation in Ghana's telecommunication industry. Survey data from 534 adult mobile phone users were analysed using factor analysis and multiple regressions. Research findings revealed that the antecedents of telecom reputation in the Ghanaian telecommunication industry are: corporate social responsibility (CSR), customer orientation, perceived employer attractiveness, and perceived service quality. The mean ranking further revealed that CSR is the highest contributor while customer orientation is the least in the formation of positive telecom reputation. Moreover, findings showed that customer satisfaction is a major outcome of telecom reputation and its antecedents. The study adds to the literature by developing a model of antecedents and outcomes of telecom reputation in a developing economy, with significant practical implications for telecom reputation management.

Keywords: telecom reputation; corporate image; brand reputation; corporate reputation management; customer satisfaction; service quality; employer attractiveness; telecommunication industry; Ghana; Africa; mobile number portability service.

DOI: 10.1504/IJSEM.2018.095613

International Journal of Services, Economics and Management, 2018 Vol.9 No.1, pp.36 - 60

Received: 21 Oct 2017
Accepted: 22 May 2018
Published online: 12 Oct 2018 *

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