GSM Marketing Service Providers Operations and Customers Satisfaction in Nigeria: An Empirical Investigation

This study has been carried out on the GSM arm of the Nigerian Telecomunication sector to primarily investigate the level of satisfaction that the subscribers of GSM service providers have enjoyed in the seven years of operations in Nigeria. In testing this empirically, MTN, GLOBACOM and ZAIN were selected as case studies. 600 questionnaires were administered on the subscribers of these GSM service providers in the Six States of the South-Western Nigeria using the purposive sampling technique. In analyzing the collated data, three hypotheses were tested with the use of Percentages, T-test, F-test, [at 95% confidence limit], Cross-tabulation [using the ‘Eta’ Directional measure] and statistical charts. The results from the SPSS 16 output rejected the Null hypotheses. This further indicated that, the various factors that determined the level of subscribers’ satisfaction were statistically significant. The study therefore concluded that, subscribers in Nigeria are dissatisfied with the services of their service providers hence, the need for the regulatory body; NCC to ensure that subscribers interests are protected. The study then suggested that,, the GSM service providers should reposition themselves to give adequate value to subscribers money in commensuration with their own gains from the Nigeria Telecommunications market.