ABSTRACT

The main thrust of this study was to examine the effect of service brand communications on consumer responses in the telecommunications industry in the South-South Geopolitical Zone of Nigeria. The survey research method was adopted for the study. A sample size of 400 was determined for the study but the usable sample was 355 respondents drawn from the three senatorial districts of Akwa Ibom, Rivers and Delta states. These respondents were selected using the cap and draw method. Data were analysed using descriptive and inferential statistics. Test of hypotheses using multiple regressions and ANOVA revealed that controlled communications (advertising, sales promotion and personal selling), have significant  effect on customer preference for GSM brands; consumer brand attitude; and brand re-use intention of consumers of telecommunications services in the South-South Geopolitical Zone of Nigeria; Uncontrolled communications (word of mouth and publicity), significantly affect customer preference for GSM brands; brand attitude; and consumer brand re-use intention.  Also, brand names (MTN, Globacom, Airtel and 9Mobile), significantly affect customer preference for GSM brands; consumer brand attitude and brand re-use intention. No significant effect was found with word of mouth used singly on brand re-use intention of consumers. Airtel and 9Mobile tested separately on consumer preference showed no significant effect. Globacom and Airtel as brand names tested on consumer brand attitude showed positive but insignificant influence while 9Mobile showed negative and insignificant influence. It was concluded that service brand communications significantly affect consumer responses in the telecommunications industry in the South-South Geographical Zone of Nigeria. The recommendations were that, telecommunications firms should continuously pay careful attention to their advertising, sales promotion and personal selling activities to strengthen their communications to their subscribers to enhance positive responses. They should also endeavour to reinforce positive word of mouth and publicity to enhance positive consumer responses. Telecommunications companies need to strengthen their brands through concrete and effective communications as strong brands sell themselves.