SERVICE QUALITY AND CUSTOMER SATISFACTION IN CELLULAR TELEPHONY IN NIGERIA
Musah Ishaq, PhD, Ovini Oshiole Pogoson and Agbaiza, Imhoesi Philip
Volume 9 Issue 2
Abstract
The study examined how service quality or lack of it affects customer satisfaction in the area of Global System for Mobile (GSM) communication network providers. Cross sectional research survey design was adopted in the study. The population of the study consisted all GSM network users in Edo State. The sample size was 680 purposively sampled from population of 720 respondents. The main research instrument was questionnaire. Data was analyzed with the aid of descriptive and inferential statistics and precisely, simple regression was applied in testing the hypothesis formulated for the study. The study revealed that there is a strong positive relationship between service quality of GSM services and customer satisfaction. The paper concluded that quality of service has direct or inverse relationship on customer’s satisfaction because a high occurrence of variables of service quality on customer satisfaction creates a negative effect on customer satisfaction and vice versa. It is then recommends that customer satisfaction survey should be carried out on regular basis in order to know how the concerns of customers can be tackled to improve level of customer satisfaction. Keywords: Customer Satisfaction, Service Quality, GSM, Survey, Network Provider.
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