Competitiveness In Telecommunication Industry: A Need for Service Quality and Customer Satisfaction
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Date
2016-06
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Publisher
Department of Marketing, Faculty of Management Sciences, University of Ilorin, Nigeria.
Abstract
In a greatly competitive environment, telecommunication service providers compete sternly for new customers. Over time and with the escalation competition, telecommunication industry has come to enhance their performance through delivery of quality service in order to the satisfaction of customers. The purpose of this paper is to examine how to competitiveness in Telecommunication Industry through service quality and customer satisfaction with reference from of Airtel mobile network in Ilorin metropolis. The study surveyed 197 telecom customers in Ilorin, Kwara state to determine the key influential factors that significantly influence on their perception Using the five SERVQUAL dimension. The data analyses were conducted by single linear regression with SPSS to test the set out hypothesis. The results of the statistical analysis reflected that most of the telecom customers are highly concerned about service quality of the service provider in the telecommunication industry. The study findings revealed that only empathy and assurance made by the network company have their satisfaction predictability less than 50% on the influence they have on consumer satisfaction. The study concluded that the service quality gaps indicated that though the responsiveness, tangibility and reliability of the network company is satisfactory in Ilorin metropolis, they are failing to meet the expectations of their customers on the assurance and empathy dimension. This service provider gaps must be reduced. The study recommended that it is advisable that they should improve their knowledge and skills through direct marketing. This will provide a fast and reliable service to their customers. It further recommended that service enhancement through customer orientation should be provided by the company. This will lead to better opportunity, enhance competitiveness and enable the company to gain confidence from their subscribers.
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Keywords
Ilorin Metropolis, Consumer perception, customers’ satisfaction, service quality, Telecommunication Industry