IMPACT OF CUSTOMER SATISFACTION ON MOBILE TELECOMMUNICATION SERVICE PROVIDER

One of the purposes for the establishment of telecommunication industry is to create satisfaction for the use of the services in all spheres of life while realizing the profit motives. However, there had been complaints from customers about the quality of service delivery of the mobile telecom network (MTN) in Nigeria. In spite of the appreciable growth and expansion recorded in the industry, “the quality of service is still poor”. Therefore, this study is designed to examine the effect of customer care service on customer satisfaction and examine the effect of network quality on customer satisfaction. Primary data were used, the primary were obtained through the administration of questionnaire. Multi stage sampling was employed; first, stratified sampling was used to segment Ilorin market into three (3) on the basis of socio economic consideration. Frequency distribution and multiple regression method were used to analyse the data. The result of the analysis revealed that quality customer care service and quality of network affects customer satisfaction, and that there is significant relationship between pricing policy of telecommunication organisation (MTN) and customer satisfaction. The study concluded that MTN should not just rely on profit margins as a good indicator of business performance; rather, they should develop strategies that will capture customers’ perceptions of their service. In light of these, the study recommends that billing, customer care service, quality service delivery and reduction of tariff should be focused upon by the service provider so that the market share and the profit of the organization can be realized.