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EFFECT OF BROADBAND SERVICES ON CUSTOMERS (A survey of Broadband
service providers in Ghana)
Hayford Mensah Tetteh
Broadband service usage in Ghana is in the increase but
only few citizens are benefiting
from this service. Hence, the research seeks to understand the adoption intentions of broadband
internet users in Ghana considering factors such as stability, speed and cost on broadband
internet in Ghana.
Adoption for use was investigated based on some demographic factors.
The entire research was conducted based on random sampling technique of broadband users
in Ghana by using a questionnaire survey. Combinations of qualitative and quantit
ative
methods were used to analyse data for the research. Finding from the research showed that
speed, stability and cost have no statistical significant relationship since some of the
respondents choose their broadband service provider based
on speed others also based their
choice on stability or cost. Adoption intention was observed to vary with demographic factors
such as educational levels, age, income and occupation of the respondents. It was found that
majority (42.5%) of the respondents
who user broadband services earn between GH¢ 500 to
GH¢ 1,000, while 7.9% earn above GH¢ 1,100. The research also showed that majority (62.3%)
of broadband users were people who are working in educational institution and are use it
purposely for resear
ch work, only 8.2% are using the broadband for their businesses. The result
point to the fact that adoption intention is influenced by factors such as speed, stability and
cost of internet broadband; however there are also many others possi
ble constructs that may
have effect on customers’ satisfaction level of internet broadband services in Ghana.
Understanding the factors that influence the choice of broadband in Ghana will enable
people in deciding their choice of broadband
service provider that meets their needs.
Recommendations were made for policy and practices.
This is a replication study of such that has been done in other part of the world. It is good to
replicate such studies so as to determine the pecu
liarities of factors and how they play
our in specific culture and environment.
Key words: adoption intentions, broadband internet, stability, speed, cost
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