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The Relationship Between Service Quality and Customer Satisfaction in the Telecommunication Industry: Evidence From Nigeria

Author

Listed:
  • Olu Ojo

    (Department of Business Administration, Osun State University, P. M. B. 2008, Okuku, Osun State, Nigeria)

Abstract

This study investigates the relationship between service quality and customer satisfaction in the telecommunication industry with a focus on Mobile Telecommunication Network (MTN) Nigeria. A total of 230 respondents participated in the study. Research questions and objectives were set, alongside the hypotheses that were formulated and tested. Descriptive statistics comprising the simple percentage and tables were used for data presentation and analysis. Regression analysis and Pearson product moment correlation coefficient were employed in testing our hypotheses. The study reveals that service quality has effect on customer satisfaction and that there is a positive relationship between service quality and customer satisfaction. The researcher concluded by recommending that organisations should focus more attention on service quality, because of its effects on customer satisfaction. To ensure that customer satisfaction level is high, organisation must first of all know the expectations of the customers and how they can meet such expectations. Customer satisfaction helps in customer loyalty and retention. It has been discovered that it costs to attract new customer than to retain existing ones. It is also recommended that organisations should welcome suggestions from customers and more programmes should be designed to measure service quality and customer satisfaction.

Suggested Citation

  • Olu Ojo, 2010. "The Relationship Between Service Quality and Customer Satisfaction in the Telecommunication Industry: Evidence From Nigeria," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 1(1), pages 88-100, September.
    • Handle: RePEc:bra:journl:v:1:y:2010:i:1:p:88-100
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    3. Eric E. Mang’unyi, 2015. "Exploring private universities service quality in Kenya: A structural equation modeling technique," Journal of Social Sciences (COES&RJ-JSS), , vol. 4(1), pages 578-596, January.
    4. Silvana Kardinar Wijayanti & Barry Ramsay, 2016. "Life Insurance Take-Up Rate Influencing Factors Comparison between Malaysia and Japan," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 6(7), pages 37-41, July.
    5. VENCATAYA Lomendra & PUDARUTH Sharmila & JUWAHEER Roubina TD & DIRPAL Ganess & SUMODHEE Nabeelah Meh Zabeen, 2019. "Assessing The Impact Of Service Quality Dimensions On Customer Satisfaction In Commercial Banks Of Mauritius," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 14(1), pages 259-270, April.
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    7. Emem Akaninyene Sampson & Samuel Etuk & Nfawa Erasmus Usani, 2022. "Service Quality and Patient Satisfaction in Public Hospitals in Akwa Ibom State, Nigeria," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 141-150, November.
    8. Silvana Kardinar Wijayanti & Barry Ramsay, 2016. "Life Insurance Take-Up Rate Influencing Factors Comparison between Malaysia and Japan," International Journal of Business and Social Research, LAR Center Press, vol. 6(7), pages 37-41, July.
    9. Mohammad Al-Nasser & Rushami Zien Yusoff & Rabiul Islam & Abdullah ALNasser, 2013. "E-Service Quality and its Effect on Consumers’ Perceptions Trust," American Journal of Economics and Business Administration, Science Publications, vol. 5(2), pages 47-55, December.
    10. S. Rajeswari & Yarlagadda Srinivasulu & S. Thiyagarajan, 2017. "Relationship among Service Quality, Customer Satisfaction and Customer Loyalty: With Special Reference to Wireline Telecom Sector (DSL Service)," Global Business Review, International Management Institute, vol. 18(4), pages 1041-1058, August.
    11. Murali, S. & Pugazhendhi, S. & Muralidharan, C., 2016. "Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty – A case study of home appliances business," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 67-83.
    12. Muhammad ARSLAN & Maria IFTIKHAR & Rashid ZAMAN, 2014. "Effect of Service Quality Dimensions on Customer Satisfaction: A Comparative Analysis of Pakistan Telecom Sector," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(4), pages 440-460, October.
    13. Bestoon Othman & Amran Bin Harun, 2021. "The Influence of Service Marketing Mix and Umrah Service Quality on Customer Satisfaction and Customer Loyalty towards Umrah Travel Agents in Malaysia," Technium Social Sciences Journal, Technium Science, vol. 22(1), pages 553-618, August.
    14. Bestoon Othman & Amran Bin Harun, 2021. "The Effect of Umrah Service Quality on Umrah Customer Satisfaction and Umrah Customer Loyalty: Evidence from Umrah traveling agents in Malaysia," Technium Social Sciences Journal, Technium Science, vol. 22(1), pages 492-546, August.
    15. Yuli Agustina & Agung Winarno & Bagus Shandy Narmaditya, 2021. "Village-Owned Enterprises and Rural Community Welfare: A Lesson from Malang of Indonesia," Technium Social Sciences Journal, Technium Science, vol. 22(1), pages 547-552, August.

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