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