GSM Marketing Service Providers Operations and Customers Satisfaction in Nigeria: An Empirical Investigation

• Main Author: Adebisi Sunday Abayomi
• Format: Article
• Language: English
• Published: Danubius University 2011-06-01
• Series: Acta Universitatis Danubius: Oeconomica
• Subjects: Telecommunication; Global System for Mobile Telecommunication; GSM Service Providers; Growth Factors; Customer Satisfaction; NCC
• Online Access: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/854/833
• ISSN: 2065-0175; 2067-340X

This study has been carried out on the GSM arm of the Nigerian Telecomunication sectorto primarily investigate the level of satisfaction that the subscribers of GSM service providers haveenjoyed in the seven years of operations in Nigeria. In testing this empirically, MTN, GLOBACOMand ZAIN were selected as case studies. 600 questionnaires were administered on the subscribers ofthese GSM service providers in the Six States of the South-Western Nigeria using the purposivesampling technique. In analyzing the collated data, three hypotheses were tested with the use ofPercentages, T-test, F-test, [at 95% confidence limit], Cross-tabulation [using the ‘Eta’ Directionalmeasure] and statistical charts. The results from the SPSS 16 output rejected the Null hypotheses.This further indicated that, the various factors that determined the level of subscribers’ satisfactionwere statistically significant. The study therefore concluded that, subscribers in Nigeria aredissatisfied with the services of their service providers hence, the need for the regulatory body; NCCto ensure that subscribers interests are protected. The study then suggested that,, the GSM serviceproviders should reposition themselves to give adequate value to subscribers money incommensuration with their own gains from the Nigeria Telecommunications market.