Customer Diversity And Satisfaction In ECG Head Office, Accra

Abstract

This research explored the connection between customer diversity and satisfaction at the Electricity Company of Ghana (ECG) Head Office in Accra. The primary goal was to assess how demographic diversity, perceptions of inclusivity, and dimensions of service quality affect customer satisfaction and retention among ECG clients. In particular, the aims were to investigate the link between demographic diversity and customer satisfaction, to evaluate the impact of inclusivity perceptions on satisfaction and retention, and to identify how different service quality dimensions are perceived across various segments and their influence on satisfaction. The study employed a quantitative cross-sectional design, utilizing a structured questionnaire distributed to 400 ECG customers in the Greater Accra Region. A convenience sampling method was utilized, choosing participants based on their accessibility and proximity. Data were processed using descriptive statistics, correlation analysis, regression, and structural equation modeling (SEM) to examine both direct and mediated relationships among diversity, inclusivity, service quality, and customer satisfaction. The findings indicated that perceptions of inclusivity significantly mediated the connection between demographic diversity and satisfaction, with inclusivity enhancing retention intentions. Service quality dimensions like reliability, clarity in billing, and assurance received modestly positive evaluations, whereas responsiveness, empathy, and complaint handling showed lower perceptions. Overall satisfaction was slightly above neutral, with reliability being the most significant factor. The study suggested that ECG should enhance inclusivity practices, boost responsiveness and complaint resolution, and customize communication to align with demographic differences.