Customer Satisfaction in the Mobile Telecommunications Industry in Nigeria.

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CUSTOMER SATISFACTION IN THE MOBILE TELECOMMUNICATIONS INDUSTRY IN NIGERIA.

Presented to Blekinge Institute of Technology, Department of Management, Ronneby, Sweden, in fulfilment of the requirement for the Degree of Master of Business Administration (MBA).

BY: DR. ENIOLA SAMUEL

SUPERVISOR: TOM MICHEL

© December 2006

ABSTRACT

Customer satisfaction is a fundamental marketing construct in the last three decades. In the past, it was unpopular and unaccepted concept because companies thought it was more important to gain new customers than retain the existing ones. However, in this present decade, companies have gained better understanding of the importance of customer satisfaction (especially service producing companies) and adopted it as a high priority operational goal. This study aimed at investigation the overall customer satisfaction of the mobile telecoms industry in Nigeria, factors influencing satisfaction and the relationship between satisfaction and demographics. The results obtained in this research indicated that 57% of the respondents were satisfied and 5% highly satisfied. The combination of network quality, billing, validity period and customer support (mobile services attributes) showed strong relationship with satisfaction while age, gender, location and employment variables showed weak relationship.

ACKNOWLEDGEMENTS

My sincere gratitude and appreciation to God, for the gift of life and love. I also wish to thank my supervisor, Tom Michel, for his suggestions and advice and all the people (Marianne, Jacqueline, Margarita, Frank, etc) who made my stay in Sweden a wonderful experience. Finally, to my wife, Temitope, thank you for being a friend and all your supports.

TABLE OF CONTENTS

Title page 1 Abstract 2 Acknowledgements 3 Table of contents 4 List of tables 7 List of figures 8 Preface 9 CHAPTER ONE

1.1 Introduction 11 1. Background 11 2. Objective and purpose of study 15

CHAPTER TWO

1. Literature review 17 1. Customer satisfaction 17 2.1.1a Definition 17 2.1.1b Antecedents 22 2.1.1c Assessment and benefits 30 2.1.1d Consequences...
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