Abstract

The relationship between competition and the performance of telecommunications markets has received significant attention over the last two decades. Telecommunication is one of the major economic sectors of Ghana as a result of the country’s liberal policy on Information and Communications Technology. The study examined the technologies and business practices used by AirtelTigo Ghana Ltd, one of the telecommunication networks in Ghana. In addition, the study not only sought to determine or investigate the nature of technologies and business practices used by AirtelTigo, but to explore the diverse challenges and reasons which account for the organization’s low performance in the Ghanaian telecommunications industry as well as to analyze the possible solutions to address these problems. The study adopted a survey research design and used both staff and subscribers of AirtelTigo Ghana Ltd as participants. Purposive sampling was employed to select 30 staff, while simple random sampling was used to select 80 subscribers. A total of 110 respondents were therefore used for the study. The study used a questionnaire and interviews to gather data, while the analysis was done with Statistical Package for Social Sciences (SPSS). The results revealed that AirtelTigo uses 3G technology to provide services to its customers; however, the services they offer are not to the satisfaction of their subscribers. The study recommended marketing intelligence to help the organization achieve a competitive advantage. Also, the organization should consider upgrading their system to 4G as it will allow them to provide faster internet services.

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