Dr Millicent Osafo Adu

Service quality (SQ) and customer experience (CX) have become critical indicators of the success of a business in today’s competitive environment. The rapid advancement of technology has fundamentally transformed customer interactions, particularly within the telecommunications sector. Service quality impacts customer experience, especially in digital service interactions and service delivery. High-quality service in digital environments leads to positive customer perceptions, satisfaction and loyalty and is the foundation of a good customer experience in digital touchpoints. The more seamless, reliable, efficient, and personalised the service, the better the customer experience Purpose - This research examines the impact of digital touchpoints on electronic service quality (ESQ) and customer experience (CX) within Ghana's telecommunications sector. With service quality and digital interactions becoming critical determinants of customer satisfaction and loyalty, the study explores the limitations of the traditional SERVQUAL model in capturing the nuances of digital service encounters. The aim is to enhance the SERVQUAL model by integrating digital touchpoints and digital-specific constructs, such as trust and perceived value, which reflect the realities of modern service delivery. The objectives of this research are threefold: (1) to examine the effectiveness of digital touchpoints such as websites, mobile applications, and social media in delivering quality service experiences; (2) to assess customer and provider perspectives on digital service delivery using SERVQUAL dimensions refined for digital contexts; and (3) to compare the service offerings and performance of the two leading telecom providers, MTN Ghana and Vodafone Ghana, in managing digital customer interactions. Methodology - A mixed-methods research strategy underpins this study, guided by a pragmatic paradigm. Qualitative data were collected through six semi-structured interviews, three from each company, comprising CX experts and digital service staff. Quantitative data were obtained from 400 customer responses to an online survey distributed across the two companies. NVivo was used for thematic analysis of qualitative data, while Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS was applied to test the measurement and structural models from the quantitative data. Findings - The findings reveal that digital touchpoints significantly influence customer perceptions of service quality, particularly in areas such as responsiveness, reliability, personalisation, and ease of use. Trust and perceived value also emerged as strong predictors of customer satisfaction and loyalty in digital environments. Furthermore, the study highlights the need for an integrated omnichannel strategy that blends traditional and digital service quality dimensions to optimise the overall customer journey. Originality - This research not only refines the SERVQUAL model for digital applications but also provides practical recommendations for MTN and Vodafone Ghana. It contributes to the empirical literature on ESQ, digital touchpoints, and omnichannel customer experience, offering strategic insights into how telecom providers can enhance service quality, customer engagement, satisfaction, and loyalty in a rapidly evolving digital landscape.