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ASSESSMENT OF THE GLOBAL SYSTEM MOBILE (GSM) SERVICE PROVIDERS PERFORMANCE AND CUSTOMER SATISFACTION IN NORTH-WEST, NIGERIA
ABSTRACT
This study focused on telecommunication services and assessed the performance of GSM service providers and customer satisfaction in Northwest Nigeria. The objectives of this study is to assess the effect of tariff charged, network (coverage), customer care services, service quality and product development by GSM service providers on customer satisfaction. The following hypotheses are formulated in line with the objectives of the study. Tariff charged by GSM service providers has no significant effect on customer satisfaction in North Western Nigeria, Network coverage of GSM service providers has no significant effect on Customer satisfaction in North Western Nigeria, Customer care services provided by GSM operators have no significant effect on customer satisfaction in North Western Nigeria, Service quality has no significant effect on customer satisfaction of GSM service providers in North Western Nigeria and Product development by GSM service providers has no significant effect on customer satisfaction in North Western Nigeria. The study used survey method with questionnaire as the instrument for data collection. Analysis is done using descriptive and inferential statistics. To measure the variables, multiple regression was used and this forms the basis for using regression in hypothesis testing. Performance of GSM services were measured using tariff charge, network coverage, customer care, products development and quality of service. The study revealed that there are significant effects of tariff charge, network coverage, customer care, products development and quality of service of GSM service provders on customer satisfaction in Northwest Nigeria. The study therefore recommended that GSM service providers should charge low, moderate and accurate tariff on services offered to customers to strengthen customer satisfaction; widen coverage through buying and installing of state of the art technology to improve on network coverage; introduce more toll free lines; customer centres; training and re-training of care officials to handle customer requests; and introduce more products and packages useful to customers. Finally, they should monitor the services rendered to customers, ensuring that services are effectively and efficiently delivered in a manner that adequately meets customer expectations.
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