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Please use this identifier to cite or link to this item: http://bsuir.bsum.edu.ng:8080/jspui/handle/11409/552

Keywords: Lagos, Nigeria
Service Quality, Customer Loyalty, Telecommunication Industry
Issue Date: 27-Feb-2020
Abstract: The study was conducted to examine the relationship between service quality and customer loyalty in the telecommunication industry in Lagos State, Nigeria. The independent variable in the study was service quality and measured using parameters such as: network quality, value-added services, price structure, and Customer service, while customer loyalty was the dependent variable and was measured using two parameters: behaviour, and attitude. The population of the study was 19,118,767 subscribers of Lagos State, Nigeria. The four GSM service providers were purposively selected. Using Taro Yamane’s formula gave a minimum sample size of 400 subscribers. However, this sample size of 400 was adjusted to 480 (20% of the sample size of 400 added to the original sample) to take into account non-response bias. The sample was distributed using the Bowley’s formula. Data was collected mainly through the use of questionnaires. Demographic data was analysed using descriptive statistics like tables, percentages, mean and standard deviation. Data on variables were analysed and hypotheses tested using multiple regression. The main finding of the study is that service quality has significant relationship with customer loyalty. Specific findings of the study are as follows: network quality, price structure, and customer service had significant relationship on both behaviourial and attitudinal loyalty in the telecommunication industry in Lagos State, Nigeria, while value-added services had no significant relationship with behavioural loyalty, but had significant relationship with attitudinal loyalty in the telecommunication industry in Lagos State, Nigeria. The study recommended the following: Management of GSM networks should prioritize network quality through massive investments in equipment as this will ensure expansion of network, call clarity, network coverage, network accessibility, and less call drops; management of GSM networks should develop value-added services to increase subscribers’ convenience, value-added services should be up-to-date, and easy to use, and less expensive to users; the government through its regulatory agency (Nigeria Communications Commission) should as a matter of urgency bring down the call and internet rates charged, and abolish cost of migrating from one tariff plan to another; and management of GSM networks should strive to minimize customers inconvenience by speedily processing customers’ complaints through a variety of systems or channels and also the long wait in connecting to customer service lines should be reduced to the barest minimum.
Description: Quality of Telecommunication Services and Customer Loyalty
URI: http://bsuir.bsum.edu.ng:8080/jspui/handle/11409/552
Appears in Collections:Business Management

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