Influence of service quality on consumers’ satisfaction with mobile telecommunication services in Nigeria

Abstract

Using survey design, this study assessed customer satisfaction with mobile telecommunication services in Ibadan, a Nigerian municipality. A structured questionnaire, consisting of SERVQUAL dimensions of reliability, responsiveness, assurance, empathy and tangibility, was used to collect data. Convenience sampling technique was used to select 431 mobile telecommunication users to measure their satisfaction level. Collected data were analyzed using frequency and percentage distribution and Logistic Regression was used to determine if there existed any relationship between the SERVQUAL dimensions and customers’ satisfaction. Findings revealed Responsiveness, Assurance and Empathy to be significant in explaining customer satisfaction. The findings may further strengthen the position of the regulatory authorities in developing policies that will address customers’ satisfaction based on defined priorities. This study recommends that mobile operators should improve the quality of mobile services offered to customers in terms of responsiveness, assurance and empathy in order to achieve high level of customer satisfaction and brand loyalty.