Marketing Implications of Call Drops for the Patronage of GSM Services in Nigeria

Abstract

This study was conducted to unravel the marketing implications of call drops and the nature of customers’ patronage of GSM services in Imo   and Abia States Nigeria. The survey research design was adopted using the cross-sectional survey approach. Primary and Secondary data were extensively used while the questionnaire was used in eliciting information from 384 respondents drawn from the customers of the ‘Big Three’ GSM operators in Nigeria (MTN, GLO  and Airtel) who reside in Imo and Abia States. The sample size was determined using the percentage or proportional method. Collected data were analyzed using tables and percentages while hypotheses were tested using Spearman’s Rank Order Correlation Coefficient and Chi Square.  It was discovered from the study that incessant call drops impact negatively on the level of loyalty, satisfaction and customer patronage of GSM services. Also the quality of network services, billing rates, coverage, first-to float GSM services and call completion rate influenced subscribers’ choice of GSM networks and that customers feel very dissatisfied when calls drop repeatedly. The researchers recommended among others that the government through its communication bodies should set an eagle eye on the activities of the network providers, and also devise a means of monitoring the rates and service quality of the operators. Furthermore, base stations should be deployed to the rural and suburban areas to forestall the frequency of call drop.

Keywords: Satisfaction, loyalty, service provider, GSM Brands, teledencity