STUDENTS PREFERENCE ON CHOICE OF TELECOM SERVICE PROVIDER

Abstract

The main focus of the study was to determine the relationship between service assurance, service empathy, service reliability, service responsiveness and customers’ satisfaction with GSM service provision among students of University of Uyo. The outcome of the study revealed a significant positive relationship between the constructs examined. However, on the level of influence, the study found that only service empathy was not found to have influence service satisfaction to undergraduate students in the selected university. Nonetheless, the aspect of empathy was particularly striking, implying that service provision that lacks empathy may only draw the attention of the customers to a short period of time. Hence, GSM service providers need to improve on their level of empathy so as to draw more customers to their services.

  Chapter one

Introduction

1.1Background of the study

The telecommunication sector was solely controlled by NITEL in Nigeria. Services provided by the sector was grossly insufficient to meet the demand of service user. Consequently, in before 2001, the telecommunication sector was fully liberalized and thereby moved from being a monopolistic telecommunication market to a competitive revolutionized communication subsector through the introduction of Global System for Mobile (GSM) communication service providers which were licensed to operate in 2001. According to a survey report the market share of each telecom service providers to the Nigerian growing population of about 120 million people,  showed the  spread of 43.93% (MTN), 22.36% (Glabacom), 20.16% (Airtel) and 13.29% (Etisalat) and 0.26%, Mtel (NCC Report, 2015).The sector  has significantly contributed an increase of 6.73% to the Gross Domestic Product (GDP) (National Bureau of Statistics, 2014),  and has enhanced provided  technology transfer, and employment to millions of Nigerians (Gabriela and Badii, 2010). It has also contributed indirectly to the correction of market inefficiency, transport substitution, risk aversion and social cohesion (Asheeta, Rowena, Subramanian & Peter, 2008). The increase in the numbers of GSM service providers, has led to the introduction of different service packages   used to attract customers. However, customers’ preference and satisfaction level still differs from customers to customers. The firm has to anticipate  customer preferences and seek to meet them based on certain attributes, the telecommunication needs and wants of subscribers. It is apparent that customers switch from one service provider to another when their requirement and satisfaction level cannot be met. BVIMSR’s Journal of Management Research (2016).The study seeks to proffer an appraisal on student preference on choice of telecom service provider.

1.2   STATEMENT   OF   THE PROBLEM

The telecommunication sector plays essential role in fulfilling the needs of the students, through the provision of varieties of telecommunication phone services for the Nigerian students to choose from, however, there are numerous complaints about the quality and cost of service provided by some mobile network providers which as result has affected their satisfaction level.it is therefore imperative for mobile network providers to identify customer preferences and seek to satisfy them. Therefore, the problem confronting the study is to appraise student  preference on choice of telecom service provider.

 1.3 OBJECTIVE   OF THE STUDY

The Main Objective of the study is to appraise student preference on choice of telecom service provider; The specific objectives include

1 To determine the level of student preference for telecom service provider.

2 To determine the Factors responsible for the choice of telecom service provider.

3 To determine the effect of student preference on choice of telecom service provider.

1.5 STATEMENT OF THE HYPOTHESIS

The statement of the hypothesis for the study is stated in Null as follows

Ho   there are no Factors responsible for the choice of telecom service provider.

Ho There is no effect of student preference on choice of telecom service provider

 1.6 SIGNIFICANCE OF THE STUDY

The study seek to provide solution to the numerous complaints on the quality and cost of mobile network services provided by different mobile networks by calling the attention of  relevant stakeholders  in the telecommunication sector to identify customer preferences and seek to satisfy them.

 1.8 LIMITATION OF THE STUDY

The study was confronted with logistics and geographical factors

1.9 DEFINITION OF TERMS

CUSTOMER PREFRENCES DEFINED

Customer preferences are defined as those expectations, likes, dislikes,  motivations and inclinations that influence customer purchasing decisions. It explains the customer behavior in expressing his needs.

CUSTOMER CHOICE DEFINED

This is the decisions which students make with regard to products and services. It is the decision which the students make on what product to purchase or consume over time.

CUSTOMER SATISFACTION DEFINED

Customer satisfaction is the measure of how products and services supplied by a firm meet or surpass customer expectation. It is defined as “the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals.

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