EFFECT OF QUALITY SERVICE DELIVERY IN ENHANCING CUSTOMER’S SATISFACTION AMONG MTN USERS IN ABIA STATE, NIGERIA

ABSTRACT

The study examined the effect of quality service delivery in enhancing customers’ satisfaction among MTN users in Abia State. The objective of the study was to evaluate the effect of quality service delivery in enhancing efficient customer satisfaction in MTN. However, the study seeks to examine the problems encountered in achieving quality service delivery in MTN; to determine the various ways MTN design their service mix to achieve quality service delivery; determine the effect of quality service delivery on achieving customer satisfaction in MTN and to determine the relationship existing between quality service delivery and customer’s satisfaction. The sample size of the study was 400, this was determined using Taro Yamane’s method; a well structured questionnaire was designed and used to collect primary data for the study which were later analyzed using sample percentage and multiple regression model. The study concluded that customer satisfaction is an experience based assessment made by customers on their over-all expectation of the service quality and deliver. However, age has positive relationship at 1%. This implies that as an individual grows, he/she has better rating index for MTN service quality, Location was also with positive relationship with Umuahia and Aba at 5% respectively while Isiukwuator was at 1% .this shows that customers in Aba and Umuahia have better service quality perception than the customers in Isiukwuator. In the area of occupation, civil servants has negative relationship with their perception of service quality at the probability level of 10%, Students had a positive correlation of 1%. This indicates that they perceive MTN service quality as unsatisfactory. However, the study recommended that MTN telecommunication operators should improve their customer service level. Such will attract, retain, and retrieve customer for the company and MTN operators need to provide reasonable validity period that are aligned with mobile service attributes to maximize this factions and this should be done periodically.

TABLE OF CONTENTS

Title      ﾿ i ﾿

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of contents ﾿ viii

List of tables’ ﾿ ix

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 4

1.3 ﾿ Objectives of the Study ﾿ 5

1.4 ﾿ Research Questions ﾿            5

1.5 ﾿ Research Hypothesis ﾿            6

1.6 ﾿ Scope of Study ﾿ 6

1.7 ﾿ Significance of Study ﾿            6

1.8       Limitation of study                                                                                        7

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction ﾿ 8

2.2 Historical Background of Mobile Telephone Network ( MTN Nigeria)                      8

2.3 Nature and Meaning of Service ﾿            9

2.4 ﾿ Services Marketing ﾿          9

2.4.1 ﾿ Characteristics of Service Marketing ﾿          9

2.5 ﾿ Service Marketing Mix ﾿         10

2.6 ﾿ Service Marketing Premises and Strategy ﾿         11

2.7 ﾿ Planning and Developing Service ﾿         12

2.8 ﾿ Service Marketing and Consumer Behavior ﾿         13

2.9 ﾿ Challenges of Service Marketing ﾿         14

2.10 ﾿ Improving Service Quality ﾿         15

2.10.1 ﾿ Service Quality and Productivity Improvement ﾿         16

2.11 ﾿ Service Failures and Recovery ﾿         16

2.12 ﾿ Complaining Behavior of Customers ﾿         18

2.13 ﾿ Complaining Outcomes ﾿         20

CHAPTER THREE

RESEARCH METHODOLOGY

3.1       Research Design ﾿         24

3.2 ﾿ Area of Study ﾿         24

3.3 ﾿ Population of the Study ﾿         25 ﾿

3.4 ﾿ Determination of the Sample size ﾿         25

3.5 ﾿ Sampling Techniques ﾿        26

3.6 ﾿ Method of Data Collection ﾿        26

3.6.1  Instrument                                                                                                  27

3.6.2   Data sources                                                                                              27

3.7 ﾿ Method of Data Analysis ﾿       27 ﾿

3.8 ﾿ Model Specification ﾿       27 ﾿

3.9 ﾿ Validity ﾿       28 ﾿

3.10 ﾿ Reliability ﾿       28 ﾿

CHAPTER FOUR

RESULTS AND DICUSSIONS

4.1 ﾿ Socio-Economic Characteristics ﾿    29

4.2 ﾿ Customer Satisfaction with the Services of MTN Operators ﾿               32

4.3 ﾿ Delivering of quantity service to the target customer ﾿    35

4.4: ﾿ Analysis of the Determinants of customer satisfied among MTN ﾿               37

subscribers in Abia State

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1: ﾿ Summary ﾿              39

5.2: ﾿ Conclusion ﾿   39

5.3: ﾿ Recommendations ﾿   40

REFERENCE

APPENDIX 

LIST OF TABLES

Table 4.1.1: ﾿ Age of Respondents ﾿          29

Table 4.1.2: ﾿ Gender of Respondents ﾿          29

Table 4.1.3: ﾿   Occupation of the Respondents ﾿          30

Table 4.1.4: ﾿ Location of Respondents ﾿          30

Table 4.1.5: ﾿ Income level of Respondents (Monthly) ﾿          30

Table 4.1.6: ﾿ Educational level of Respondents ﾿          31

Table 4.2.1 Customer Satisfaction with the Services of MTN Operators ﾿                    31

Table 4.2.2: ﾿ The likely problems encountered in the use of MTN Services ﾿         32

Table 4.2.3: ﾿ How the Customers rate services billing of MTN mobile 

Operators ﾿          32

Table 4.2.4 Customer rating of the validity period of MTN mobile 

Operators ﾿          33

Table 4.2.5:  Customers satisfaction with service quality ﾿          33

Table 4.2.6 ﾿   Preference of MTN services delivery to other networks ﾿          34

Table 4.3.1 Delivering of quantity service to the target customer ﾿                    35

Table 4.3.2: Mention the problem encountered in the delivery of these                        

 Services. ﾿         36

Table 4.3.3: Various ways these problems can be solved ﾿         36

Table 4.3.4: ﾿ Quality service delivery of MTN enhances better 

Customer satisfaction among the customers. ﾿         36

Table 4.4.1: ﾿ Relationship Between Age, Gender, Location, Occupation 

                      and Customer Satisfaction Rating                                                      37