An Assessment of Customer Satisfaction with GSM Service Quality in Cross River State, Nigeria

Abstract

This Study investigated the satisfaction of customers with the quality of services delivered by GSM firms operating in Cross River State. The purpose was to determine the influence of network quality, service charge, customer care support as independent variables on the dependent variable (Customer satisfaction). A conceptual model of customer satisfaction was developed for this study. Three hypotheses was formulated and tested for this study. Primary data were collected from 300 GSM subscribers drawn proportionally across the three geo-political zones of Cross River State. The questionnaire were validated through face, construct and content, and used for data collection. The reliability of the instrument was ascertained through split-half reliability estimate. The data were descriptively analyzed using tables and figures, while the Pearson product moment was adopted to test the hypotheses. It was found that all the research variables (network quality service charge and customer care support) had a high correlation with customer satisfaction. Arising from these finding, it was recommended that mobile operators should make a conscious effort to upgrade their mobile service equipment symbolic in their telecommunication services, by investing in the necessary material(s) that could boost call quality and coverage. It is also relevant that all the elements in a service quality programme be strictly implemented to the later. Assurance, reliability, empathy, tangibles, and responsiveness are equally important in satisfying customers

Keywords: customer satisfaction, service quality, service charge, customer care and GSM service.