[01] Charles Adusei, Department of Accounting and Finance, Garden City University College, Kumasi, Ghana. [02] Tweneboah-Koduah Isaac, Department of Managerial Sciences, Garden City University College, Kumasi, Ghana.

The study investigates branding and retailing in the telecommunications industry of Ghana from the perspectives of customers, retailers and salespersons within the Upper East Region of Ghana using MTN as a case company. A mixed approach was used in the data collection through questionnaire administration and interview. The analysis on the questionnaires made used of descriptive statistics and Kendall’s Coefficient of Concordance while the interview analysis was interpretative in nature. The paper finds that committed customer support services, call quality perfection and accuracy in billing were strong predictors of customer satisfaction while hindrances to customer satisfaction were frustration due to bad coverage, high cost of calls and bad customer experience from customer interactions with staff of MTN. The findings revealed that MTN supports the retailer’s businesses for stocking, outlet branding, merchandising and trade promotion. The interview revealed monitoring and evaluation of distributor’s performance within the contract period whereas factors that influenced the demarcation of sales territory had diverse responses from the sales territory controller’s. The paper concludes that customer satisfaction is the avoidance of customer dissatisfaction and affirmed that MTN’s is mindful of the marketing side of running the business from the technical perspective of the business.

Branding, Retailing, Salespersons, Customer Satisfaction, MTN, Ghana

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