Page 1 of 14
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 03 Issue 06
May 2017
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 192
Assessment of Customers’ Satisfaction on the Quality of
Services of Global System Mobile (GSM) Service
Providers in Abuja Metropolis Nigeria
BY
ILIYA BAWA1, DONGS S. ILIYA Ph.D2 AND E.A. DANGANA Ph.D3
1Department of Marketing, Faculty of administration international university Bamenda(IUB) Cameroon
Email: iliyabawa84@gmail.com
Phone: +2348034265951
2NSCDC – NOUN Special Study Centre, Civil Defence Academic Sauka, Abuja.
Email: iliya_dongs@yahoo.com
Phone: +2348033142196
3Department of Business Administration and Management, Kogi State University, Ayingba-Nigeria
Email: a.dangana@yahoo.com
Phone: +2347032954985
ABSTRACT
Globalised competition has stressed the importance of satisfaction, quality and loyalty in the battle for
winning consumers preferences and maintaining sustainable competitive advantages. Information
and Communications Technology (ICT) is increasingly gaining more importance in the competitive
environment of both firms and countries. This study focused on telecommunication services specially
on the Global System Mobile (GSM) as it attempted to assess customer satisfaction with GSM Services
providers in Abuja Metropolis. The study used survey method with largely using descriptive analysis.
Also to analyze the data, a four point likert scale was used. The study revealed that subscribers are
satisfied with tariff charges and network availability of the GSM services providers on one hand; on the
other hand, subscribers are not satisfied with customers care service provided by GSM operators. It is
then the responsibilities of the consumers to report defects on services delivered to the regulatory
bodies. Businesses are expected to respond thoughtfully and rationally to the issues of consumers
rather than being defensive or reacting negatively or not at all. Based on the findings, the study
recommended that GSM service providers should come together under the supervision of NCC to find
out the most effective and lasting solution to perennial interconnectivity problem. Selected and trained
employees are crucial to and can make a huge difference in the effective rendering of customer care
service. In the same vein they should purchase state of the art equipment, upgrade their systems
constantly to effectively accommodate the ever increasing subscribers base, that will decongest the
network and make service available, more reliable and the operators should extend coverage to more
rural communities.
Key words: Customer, Satisfaction, Marketing, Telecommunication, Service, Competition, Assessment.
Page 2 of 14
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 03 Issue 06
May 2017
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 193
i. Introduction
Consumer satisfaction with the consumption of a particular good or service depends
largely on the nature of the goods and the consumers’ requirements.
In modern competitive environment, services are gaining increasingly more importance in
the competitive environment of both firms and countries. Globalised competition has
stressed the strategic importance of satisfaction, quality and consequently loyalty, in the
battle for winning consumer preferences and maintaining sustainable competitive
advantages.
Almost 20 years down the line Oke (2004) argued that, the Nigerian Telecommunication
Plc, NITEL had roughly had a million lines available to over 120 million Nigerians. NITEL,
the only national carrier (up till 2001) had a monopoly of the sector and was noted for
epileptic services and bad management.
Gabriel (2005) in his research on the efficiency of available Telecommunication services in
Nigeria, showed a wide range of Telecommunication services that were offered in the
country, viz: Telephony, Telex, Cellular Mobile telephony, Fascimile, Gentex, Voice
Cast/Press Receipt, private leased Circuit, alternate Leased Circuit, Maritime Mobile
Services, Shipshore, Global Mobile Personal Communication Services (GMPCS), Data
Communications, High Speed Data Transmission, Telegraphy, Public Payphones, Value
Added Services, Business Network Services, Computer Networking, Internet Services,
Telecommunication, Consultancy Services, Paging Services and Mobile Radio Trucking
Services. The study looked into the level of customer satisfaction among some GSM service
providers with specific reference to customer satisfaction in areas of customer care
services, network services availability (coverage) and tariff charges by the four major GSM
service providers within Abuja metropolis (Airtel, Etisalat, Globalcom and MTN).
ii. Statement of the Problem
GSM services provision in Nigeria is currently being confronted with a number of problems
among which are poor interconnectivity between major networks, large number of
Page 3 of 14
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 03 Issue 06
May 2017
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 194
dropped calls, poor customer services, large number of uncompleted calls, customers being
wrongly charged for calls not made, poor coverage of some cities, failure of services for
hours and even days. The researcher was faced with these problems that hinders the
smooth attainment of the benefits on why the GSM services were introduced in the country.
iii. Objectives of the Study
The objective of the study was to assess customer satisfaction with the quality of service
provided by GSM service providers in Abuja metropolis, Nigeria.
iv. Research Question
To what extend do the network service, customer care services, and tariff charged by GSM
service providers affect customer satisfaction?
v. Literature Review
Global System Mobile in Nigeria
Ndukwe (2008) noted that the coming of President Olusegun Obasanjo in 1999 as well as
the identification of telecommunication as one of the priority sectors for development by
the government was a major crossroad in the effort towards developing the
telecommunications sector in the country. Consequently, Digital Mobile License (DML)
auction was held in January 2001 and at the end, four companies were granted license to
provide GSM, MTN, MTEL and Globacom. Zain (formerly Econet Wireless Nigeria) was the
first company to launch commercial GSM services in Nigeria. Entry of New players,
aggressive competition increasingly discerning consumers and a dynamic and very
responsible regulatory framework currently characterize the Nigeria Telecommunication
environment where virtually telecommunication service is available. Consequently, there is
evidence of growth in the demand, usage, density and coverage of telecommunications
nationwide. Subscribers figure in the mobile network increased, there are mobile signals in
all the states of the federation. Businesses have also been empowered by these vital ICT
tools. And in general, the Nigerian economy has been impacted positively through job
