Investigating Customer Satisfaction Drive in the Scramble for GSM Brands in the Nigerian Telecommunications Industry

Abstract

This study investigated factors determining customer satisfaction within the Nigerian telecommunication industry. Printing data were obtained through a cross sectional survey, using a well-structured, self-administered questionnaire to 100 subscribers of the five major GSM providers in Akwa Ibom State, Nigeria. The data were analyzed using descriptive and inferential statistics. Findings revealed that network coverage, call quality, promotional pack and customer service were the most robust predictors of customer satisfaction. Based on these findings, some implications were drawn for future research.

Keywords: GSM Brands, Customer Satisfaction