CONSUMERS PERCEPTION OF GLOBAL SYSTEM FOR MOBILE

COMMUNICATIONS OPERATORS’ CUSTOMER RELATIONS

PROGRAMMES IN SOUTH-EAST NIGERIA

1

ONYEBUCHI, CHIMA ALEXANDER

CONSUMERS PERCEPTION OF GLOBAL SYSTEM FOR

MOBILE COMMUNICATIONS OPERATORS’ CUSTOMER

RELATIONS PROGRAMMES IN SOUTH-EAST NIGERIA

ARTS

MASS COMMUNICATION

Okeke,chioma m

Digitally Signed by: University of Nigeria,

Nsukka

DN : CN = okeke,chioma m

O= University of Nigeria, Nsukka

OU = Innovation Centre

2

CONSUMERS PERCEPTION OF GLOBAL SYSTEM FOR MOBILE

COMMUNICATIONS OPERATORS’ CUSTOMER RELATIONS

PROGRAMMES IN SOUTH-EAST NIGERIA

ONYEBUCHI, CHIMA ALEXANDER

PG/Ph.D/10/52626

A DISSERTATION PRESENTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD OF DOCTOR OF PHILOSOPHY DEGREE

(Ph.D) IN MASS COMMUNICATION, DEPARTMENT OF MASS

COMMUNICATION, UNIVERSITY OF NIGERIA, NSUKKA

SUPERVISOR: DR CHURCH S. AKPAN

APRIL 2013

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CHAPTER ONE

INTRODUCTION

1.1 Background of Study

Over the years, management of organisations have tried to uncover ways to retain the

loyalty of customers. One of the ways suggested to organisations is to maintain good

relationship with customers. For which Center, Jackson, Smith and Stansberry (2008, p. 131)

noted that “if you don‟t succeed in attracting and then building continuing relationships with

your customers, you will be out of business in the face of competition and nothing else will

matter”. Akpan (2006, p. 200) also supported this view when he wrote that “the needs of the

consumers should be the primary focus of an organisation and that resources should be

organised to satisfy those needs”.

Ever since then scholars have delved into the study of customer relations with the

view of unearthing the challenges therein. For instance, Schlei (1997) sought to assess

opportunities to improve the attitude of workers in the Sussex Fire Department for effective

service delivery and management of the perception of the Sussex people about the activities

of the department. The study found that the public were satisfied with the performance of the

fire department but there was room for improvement in training of personnel. This led to the

development of an internal personnel programme for the fire department.

Similarly, Hallowell (1996) sought to unravel the relationship between customer

relations, customer loyalty and profitability. The researcher aimed to illustrate the

relationship between the profit of an organisation and the immediate customers of the

organisation, especially those customers that the company can influence directly. The study

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revealed that there was an increase in the profit of an organisation resulting from an

improvement in customer satisfaction only if the environmental and technological conditions

of the company remain essentially stable. The issue of satisfaction of customers came up

again in the study conducted by Khan (2010), who simply sought to find out whether the

quality of service by the Automatic Teller Machine (ATM) can engineer satisfaction in the

customers. The “regression results indicated that convenience, efficient operation, security

and privacy, reliability and responsiveness are significant dimensions of ATM service quality

and that ATM service quality positively and significantly contributes towards customer

satisfaction” (Khan, 2010, p. 333).

The aforementioned studies examined how the perception of the customers can

influence their attitude toward an organisation and how customer satisfaction can induce

increase profitability; however, there are other studies that looked at the imperativeness of

customer relations in the face of increased competition in the 21st century. One of these

studies is the one conducted by Shiaw-Wen, Yi-Chan,

Chia-Hsiang, Lin-Lin and

Chih-Hung

(2007). The study sought to find out the implementation rate of the customer relations

services of the machine industry in Taiwan.

The result of the study indicated that “competition between enterprises is becoming

more intense in the 21st century, coupled with the fact that the economy is depressed; and that

the industrial structure is changing, while unemployment is at a record rate. Under these

competitive pressures, it is important to impress and improve the relationship with the

customer, using the power of information and telecommunications technologies to track

down customers and determine what they really want and how they actually use their

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product, in order to activate accurate service delivery to the right customer through the right

channel at the right time and increase customer satisfaction” (Shiaw-Wen, et al., 2007, p. 1).

Talking about competition, service delivery and customer satisfaction, Nigeria as a

country has four GSM telecommunication companies that compete amongst themselves to

woo and retain customers. In trying to achieve this, these companies have designed and

implemented several customer services. The companies include MTN Nigeria, Airtel,

Globacom and Etisalat. As the market continues to grow in competition for these GSM

companies in Nigeria, there is always this constant need to develop new strategies in

reaching the people; because the issue of competition between the companies would remain

for a long time to come. Hence, there would be different strategies at the disposal of these

GSM companies aimed at wooing and retaining customers. Most of these strategies might be

customer relations-oriented which Kuo-Chung and Chin-Shan (2012, p. 64) averred “have

been found to enhance competitive performance” among competing companies.

However, Wang (2010) noted that despite the increase in the innovative strategies

used by organisations to woo customers, they still suffer loss of customers. Xevelonakis

(2005) also pointed out that in most cases, “the customer relations packages of

telecommunication companies do not pay off”. These statements call for much concern,

especially as it relates to the GSM companies in Nigeria. The aforementioned studies

discussed, have tried to look at the issues of customer relations and customer satisfaction and

profitability to companies. But none of the studies known to the researcher has looked

narrowly at the customers‟ perception of GSM operators‟ customers‟ relations programmes

in south-eastern Nigeria, with the view of finding out whether such perception has any

influence on the customer‟s preference for a particular network provider.

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Even the study on “Opinion Poll Rating of Operator‟s Performance and Regulatory

Transparency and Effectiveness of the Nigerian Communications Commission (NCC)”

conducted by NCC in 2010 (NCC, Inception Report, 2012), did not look at the customer

relations of the GSM companies in Nigeria. Rather it looked at the opinion of the people

concerning the quality of network services provided by the telecommunications companies in

the country and went ahead to measure public opinion on whether NCC is actually carrying

out its regulatory function effectively.

It is therefore worthwhile to fill the gap in literature by examining the customer

relations programmes of the GSM companies in Nigeria (MTN Nigeria, Globacom, Airtel

and Etisalat), with the view of finding out the perception of consumers‟ concerning these

programmes and how it relates to customers‟ preference for a particular service provider in

the country.

1.1.1 Brief Background of the GSM Companies in Nigeria

Among the numerous telecommunications companies in Nigeria, only four of them

are GSM companies in the country. They are called GSM companies because of the nature of

license issued to them by the Nigerian Communications Commission. Ideally, there are two

major types of licensing which include the Unified Access Licence and Fixed Access

Licence. The companies operating the Unified Access Licence are the GSM network

providers because the licence enables network providers to produce services which empower

users to make use of any cell phone and the SIM card they so desire. But the Fixed Access

Licence requires operators to provide network services using different varieties of cell

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phones with fixed line(s) (network services) already configured in them. The GSM

companies in Nigeria include; MTN Nigeria, Globacom, Airtel and Etisalat.

According to Telecomscompare (2012, para. 1), “MTN Nigeria is part of the MTN

Group, which is one of the Africa‟s leading cellular telecommunications company. On May

16, 2001, MTN Nigeria became the first GSM network to make a call in Nigeria, following

the Nigerian GSM auction conducted by the Nigerian Communications Commission (NCC)

earlier in the year. Thereafter the company launched full commercial operations beginning

with Lagos, Abuja and Port Harcourt”. The company started offering service with the 0803

phone number, which later expanded its network capacity to include a new numbering range

with the prefix 0806. Today, the company has added 0813 to its range of numbers. The

company has direct customer line to help its customers.

Bharti Airtel, on the other hand, according to Telecomscompare (2012, para. 1), “is

an Asia's leading telecommunications service provider, which has acquired Airtel Africa's

mobile operations in 15 countries”. The company acquired the Zain GSM network company

which was formally Vmobile. Airtel currently has range of lines like other network

providers in the country. These numbers include; 0802 and 0708. The services of this

company can be found in the states of the federation. Like every other company, it has its

own mission and visions with customer service programmes.

In 2003, “Globacom was launched in Nigeria with a vision to be the market leading

service provider in Nigeria and also aspire to build Africa‟s biggest and best

telecommunications network. And through the extending of their coverage into other African

countries like the Republic of Benin, Ghana and the Ivory Coast, they are said to be well on

track to achieving their goal of being the biggest and best telecommunications network in

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Africa” (Telecomscompare, 2012, para. 2). Globacom is noted to have focused on building

high-capacity fibre-optic cable, known as Glo-1. This Glo-1 would be a submarine cable

from the United Kingdom to Nigeria, which is intended to help decrease telecom process and

provide excess bandwidth to all the cities connected to the cable in Nigeria

(Telecomscompare, 2012). Globacom has its own range of network lines which include 0805

and 0807. Just like every other telecom company in Nigeria, Globacom is till waxing strong

in its market drive.

Etisalat, which is the newest GSM service provider in the country, is competing in the

market as one of the GSM companies in Nigeria. The company was established in the United

Arab Emirates (UAE) in 1976. “It has over its 32 years of experience, pioneered various

innovative technologies in emerging markets and extended the reach of millions of

subscribers globally” (Telecomscompare, 2012, para. 2). Emerging Markets

Telecommunication Services (EMTS), which is the full name of the company, trading as

Etisalat in Nigeria, as a Nigerian company duly incorporated under the laws of Nigeria in

partnership with Mubadala Development Company and Etisalat of the United Arab Emirates.

“The company acquired the Unified Access License from the Federal Government in January

2007. The license includes a mobile license and spectrum in the GSM 1800 and 900 MHz

bands. Etisalat bought 40% stake in EMTS and is now the operator of the Unified Access

License. Etisalat has been the telecommunications service provider in the United Arab

Emirates since 1976. Considering the wide reach of the company in about 17 countries in the

Middle East, Asia and Africa, the company therefore, begins operations in Nigeria with

considerable experience in rolling out networks in challenging terrains” (Telecomscompare,

2012).

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1.2 Statement of the Problem

As GSM operators make conscious effort towards establishing and maintaining good

relationship with their customers in the country, with the aim of winning their loyalty and

increasing profitability, they are often times faced with the challenge of making their

customer relations programmes and packages satisfactory to the customers as a result of the

inability of companies to design, plan or develop effective customer relations strategies based

on customer profitability. Hence, their effort to reduce the churn rate (loss of customers) in

the industry proves difficult (Xevelonakis, 2005; Sigala, 2004). As a result, operators have

often come-up with several packages aimed at creating goodwill with their consumers.

Packages like direct help lines, walk-in centres, e-care, customer self care, free bundle

packages, relationship marketing etc. are few among many that have been designed to woo,

manage and maintain customers.

The major issue is that the increase in the homogenous nature of communication

products and the stiff competition in the market among these GSM companies, despite their

customer relations programmes, have made the loss of customers a growing problem (Wang,

2010). This situation might be as a result of the thinking of the consumers, who might be

switching to rival network providers in search for better services and more free packages,

only for mobile operators to keep struggling to win new customers rather than maintaining

and keeping old customers through customer relations.

This study, therefore, examines the perception of consumers‟ on the customer

relations practices of GSM operators in Nigeria and its influence on their preference for a

particular network provider.

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1.3 Objectives of study

The objectives of the study were divided into two; major objective and specific

objectives.

Major Objective

This study sought to examine consumers‟ perception(s) of the customer relations of

GSM operators in Nigeria and its influence on consumer‟s preference for a particular

network provider.

Specific Objectives

The specific objectives of the study were to:

1. Ascertain the awareness level of consumers on the customer relations packages of

GSM operators‟ in the country.

2. Determine the extent of consumers‟ accessibility to these customer relations

packages.

3. Identify the perception of consumers on the customer relations of GSM companies in

Nigeria.

4. Identify the factors responsible for consumers‟ choice of a particular GSM provider in

the country.

5. Find out whether their perception has any relationship with their preference for a

particular network provider in the country.

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1.4 Research Questions

The study, therefore, was guided by the following research questions:

1. What is the awareness level of consumers on the customer relations packages of GSM

operators‟ in the country?

2. How accessible are these customer relations packages to the consumers?

3. What are the perceptions of consumers on the customer relations packages of GSM

companies in Nigeria?

4. What are the factors responsible for consumers‟ choice of a particular GSM provider

in the country?

5. What is the relationship between the perception of consumers on the customer

relations programmes of GSM companies in Nigeria and their preference for a

particular network provider?

1.5 Research Hypotheses

Main hypothesis

This study proposed one major hypothesis which keenly encapsulates the key

variables in the study. This hypothesis reflects that the perception of the people concerning

the customer relations of the GSM companies in Nigeria can influence the behaviour of the

customers towards patronising the GSM companies. This means that if they see the customer

relations of the companies to be good or bad, it might affect their buying behaviour positively

or negatively. This hypothesis is developed to help the construction of a micro-mini

theoretical construct depending on the acceptance or rejection of the hypothesis. The

hypothesis thus reads:

12

<

1. H1: The perception of consumers‟ on the customer relations of GSM operators in

Nigeria is directly related to consumers‟ preference for a particular network provider.

Subordinate hypotheses

Other hypotheses proposed include:

<

2. H1: The level of awareness of consumers‟ on the customer relations packages of

GSM operators in Nigeria influences their preference for a particular network

provider.

3. H1: The patronage of a particular GSM provider is influenced by the degree of

accessibility of their customer relations packages.

1.6 Significance of Study

Professionally, this study will be of immense importance to GSM operators in the

country as it will help them to know the perception of the people about their customer

relations programmes. It will also help GSM operators to know what their counterparts in the

field are doing to sustain customer loyalty and favourable opinion in the minds of the people.

It will also help them to know whether there is a relationship between their customer

relations and consumer preference for a particular network provider. It will help advertisers

of GSM companies to know how to design their copies in order to further persuade

customers and prospective customers alike on the need to remain or patronise their client(s).

It will also be of importance to consumers if by any means operators adjust to the findings of

this work by repositioning themselves better for effective service delivery.

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Academically, this study will help provide literature on the issue of customer

relations and consumer preference. In Nigeria, few studies have tried to look at public

perception of the network services of these telecommunication networks but none known to

the researcher have delved into the area of these companies customer relations and the kind

of influence the customers‟ perception about it might have in their network preference and

social referrals. It is therefore worthwhile to fill the literature gap by examining the customer

relations of the four GSM telecommunications operators in Nigeria (MTN, Globacom, Airtel

and Etisalat), with the view of finding out what consumers‟ perception of their customer

relations might have on their preference for a particular service provider. With the volume of

literature provided here, this study will, no doubt, serve as a reference material for people

researching on customer relations and preference or related issues.

Theoretically, this study will provide an explanation to various literatures on

customer relations and deeper understanding about the practical applications of the theory

used in this study. It will equally help the formulations of new theories or the development of

theoretical constructs that will chat the course for theoretical improvement, especially when

the hypotheses of the study are tested using the Pearson r correlational coefficient technique.

1.7 Scope of Study

The scope of this study is primarily centred on the customer relations of GSM

companies in Nigeria and its influence on the customer preference for a particular service

provider. This study is limited to this area because other studies conducted in the country

have really not looked at GSM operators‟ customer relations and consumer preference.

Rather, studies like the “Opinion Poll Rating of Operator‟s Performance and Regulatory

14

Transparency and Effectiveness of the Nigerian Communications Commission (NCC)”

conducted by NCC in 2010 looked at the effectiveness of NCC and the quality of network

services delivered to the people. Other studies, Xevelonakis (2005), Sigala (2005), Wang

(2010), Hallowell (1996), Zakaria, Hussin, Sawal, Ngah and Noordin (2011), and Khan

(2010), reviewed in the literature aspect of this work, looked at the profit accruing to a

company because of its practice of customer relations, how satisfaction in customer relations

can lead to trust and security, how quality of services can lead to consumer satisfaction, and

how telecommunications companies do not create customer relations packages that take into

cognisance the customer profitability. However, there were no study(ies) known to the

researcher that looked at how the perception of customers about the customer relations

programmes of the GSM companies in Nigeria influences their preference for a particular

network provider. This is the exact area (scope) this study sought to fill. The study focused

on the final consumers and few corporate users of GSM services. The opinions of these

people collected systematically, constituted the bases for analysis.

The study covered GSM subscribers in the south-eastern part of the country, which

include the five eastern states; Imo, Enugu, Anambra, Abia, and Ebonyi states. These states

inhabit one of the major tribes in the country, which is the Igbo speaking tribe of the nation.

They are natural known for their academic and business prowess. Four of these states host

some major markets (Onitsha main market-Anambra State, Orlu international market-Imo

State, Ogbete market-Enugu State and Aba main market-Abia State) in the country, while

Ebonyi State is known for its high agricultural produce in the eastern region. This means that

the region has high commercial activities upon which these GSM companies compete for

favourable consumer patronage and loyalty. Generally, writing about Nigeria, Alabi (1996)

15

noted that the Federal Republic of Nigeria is a country located on the West African Coast

along the Gulf of Guinea, with a climate of about 32oc

. The country covers an area of some

923,769 sq.km, and situated between latitudes 4o and 14

oN of the equator. The southern part

of the country is characterised by undulating hills, occasionally rising to as high as 3000 to

5,000 meters in some places.

1.8 Definition of Terms

In order to aid the understanding of the terms used in this study, the following terms

were defined.

Consumer Perception: This is the opinion held by those who patronise the products

and services of a particular organisation, firm, or multinational

organisation. It can also be seen as the sum total of customer‟s

opinions about their favourite company.

GSM: This is an acronym which stands for Global System for Mobile

Communications developed as a standard set by the European

Telecommunications Standards Institute (ETSI) to describe

technologies for second generation (2G) digital cellular

networks. Today, there are many generations and packages

added to the circuit switch network as a mark of improvement

in modern technologies like EDGE (Enhanced Data rates for

GSM Evolution), third generation (3G) UMTS standard

developed by the 3GPP and fourth generation (4G) LTE

Advanced standards.

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GSM Operators: This has to do with the telecom providers or companies in the

country (with a Unified Access Licence which is not fixed in

nature) saddled with the responsibility of providing network

services for the use of the people.

Customer Relations: These are systematic, planned and sustained efforts of

companies aimed at establishing and maintaining goodwill

between an organisation and its customers and by extension

prospective customers.

Customer Relations Programmes: These are the various strategies and packages that are

systematically planned and designed for the benefits of

consumers with the aim of establishing and maintaining

goodwill between the customers and the organisation. Packages

like direct help lines, walk-in centres, e-care, customer self

care, free bundle packages, relationship marketing etc. are few

among many that have been designed to woo, manage and

maintain customers.

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REFERENCES

Akpan, C. S. (2006). The pillars of broadcasting. Nsukka: Communication Studies Forum

(CSF).

Alabi, G. A. (1996). Telecommunications in Nigeria. Retrieved May 2 2012, from

http://www.africa.upenn.edu/ECA/aisi_inftl.html

Center, A., Jackson, P., Smith, S., & Stansberry, F. (2008). Public relations practices:

Managerial case studies and problems. (Seventh edition). New Jersey: Pearson

Prentice Hall.

Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and

profitability: An empirical study. International Journal of Service Industry

Management, Vol. 7 No. 4, pp. 27-42. Retrieved March 20, 2012, from

http://voci.com.au/documents/link_between_profit_and_customer_satisfaction.pdf

Khan, A. M. (2010). An empirical study of automated teller machine service quality and

customer satisfaction in Pakistani banks. European Journal of Social Sciences –

Volume 13, Number 3 (2010), Retrieved April 20, from

http://www.eurojournals.com/ejss_13_3_01.pdf

Kuo-Chung, S. & Chin-Shan L. (2012). Customer relationship management and firm

performance: An empirical study of freight forwarder services. Journal of Marine

Science and Technology. Vol. 20, No. 1, pp. 64-72

Nigerian Communications Commission (2010). Opinion poll rating of operator‟s

performance and regulatory transparency and effectiveness of the Nigerian

communications commission (NCC). Inception Report. Unpublished.

Schlei, T. (1997) Developing customer service awareness in the Sussex fire department.

Retrieved August 20, from http://www.usfa.fema.gov/pdf/efop/efo27920.PDF

Shiaw-Wen, T., Yi-Chan, C.,

Chia-Hsiang, H., Lin-Lin, T. and

Chih-Hung, T. (2007). An

empirical study of customer relationship management implementation in Taiwan‟s

machine industry. Retrieved August 20, from

http://www.scientificjournals.org/journals2007/articles/1089.pdf

Sigala, W. (2004). Customer relationship management (CRM) evaluation: Diffusing CRM

benefits into business processes. Retrieved April 20, from

http://is2.lse.ac.uk/asp/aspecis/20040157.pdf

Telecomscompare (2012). Nigerian mobile network. Retrieved May 2, from

http://telecomscompare.com/misc.cfm?inc=Networks

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Wang, K. (2010). An empirical study of service innovation's effect on customers' re-purchase

intention in telecommunication industry. Retrieved March 20, from

http://readperiodicals.com/201009/2187795991.html#ixzz1qQ0rZc7A.

Xevelonakis, E. (2005). Developing retention strategies based on customer profitability in

telecommunications: An empirical study.Database Marketing & Customer Strategy

Management Vol. 12, 3, 226–242. Retrieved April 20, from http://www.fh-

hwz.ch/display.cfm/id/100013

Zakaria, Z., Hussin, Z. H., Sawal, W. Z., Ngah, K. & Noordin, N. (2011). Customer

satisfaction in municipal services: An empirical study in Majlis Perbandaran Sungai

Petani (MPSPK). International Conference on Management and Artificial

Intelligence IPEDR Vol.6 (2011), Retrieved April 20, from

http://www.ipedr.com/vol6/25-A10020.pdf

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CHAPTER TWO

LITERATURE REVIEW

Focus of the Review

The review of literature consisted of both conceptual and empirical review. The

conceptual review provided background for the understanding of the study, while the

empirical review helped direct the focus of this study by showing what researchers and

scholars have done in this area. The conceptual review looked at the following:

2.1 Background Information on Nigeria and Telecom Companies in the Country

2.2 Overview of Customer Relations

2.3 The History of Customer Relations

2.4 Understanding the Potential of Customer Relations

2.5 What can Customer Relations Practitioners Do?

2.6 The Stages of Knowledge leading to Perception

2.7 Understanding Consumer Behaviour

The empirical review approach to literature review, on the other hand, reviewed the

following related literatures in order to help understand trends in the field of study. These

literatures includes: Roger Hallowell (1996), Zaherawati Zakaria, Zaliha Hj Hussin, Mohd

Zool Hilmie Mohamed Sawal, Kamarudin Ngah and Nazni Noordin (2011), Muhammad Asif

Khan (2010), Shiaw-Wen Tien, Yi-Chan Chung,

Chia-Hsiang Hsieh, Lin-Lin Tang and

Chih-Hung Tsai (2012), Claudia Jasmand, Vera Blazevic, and Ko de Ruyter (2011),

Evangelos Xevelonakis (2005), Sigala, Marianna (2004), Changsu Kim, Weihong Zhao, and

Kyung Hoon Ycmg (2008), Loredana Di Pietro, Eleonora Pantano and Vincenzo Corvello

(2012), Wang, Ke-yi (2010), Mary Jo Bitner, William T. Faranda, Amy R. Hubbert and

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Valarie A. Zeithaml (1997), Syahlani, Rahmadi and Haryadi (2005), Eva-Lena Andersson,

Evelina Arvidsson, and Cecilie Lindström (2006), and Sergei Golitsinski and Dean

Kruckeberg (2000). However, their explanations were discussed under the following

subheadings:

2.8 Creating Customer Relations Programmes Awareness

2.9 Customer Service, Satisfaction and Loyalty

2.10 Importance of Customer Relations

2.11 Failures of Customer Relations

2.12 Customer Contributions to Service Delivery

2.13 Consumer Perception, Behaviour and Preference

2.14 Theoretical framework

2.14.1 Theory of Customer Service and Satisfaction

2.14.2 Consumer Perception Theory

Conceptual Review

2.1 Background Information on Nigeria and Telecom Companies in the Country

According to Alabi (1996), the Federal Republic of Nigeria is a country located on

the West African Coast along the Gulf of Guinea, with a climate of about 32oc

, the country is

said to be drier and semi-tropical in the North. The country covers an area of some 923,769

sq.km, and situated between latitudes 4o and 14

oN of the equator. The southern part of the

country is characterised by undulating hills, occasionally rising to as high as 3000 to 5,000

21

meters in some places, while the northern part shows the same features but rising to a plateau

of about 8,000 metres above sea level

Before the deregulation of the telecomm industry in Nigeria, the country had it own

telecommunication commission which over saw the running of network services in the

country. As at December 1986, the total number of subscribers to telephone lines around

230,000 while Telex subscribers were only 5,300 in number. The total installed capacity for

telephone then was 320,834 and telex 11,577. The percentage utilisation for telephone

therefore was 71.6 per cent while telex was approximately 45.7 per cent. In 1996, the number

of subscribers increased to almost 1,000,000, all of which were handled by standard A

antennae facing both the Indian and the Atlantic Ocean Regions installed at four (4) different

geographical locations across the country. The country then operated a Domestic Satellite

System by leasing three (3) transponders from INTELSAT which are accessed by nineteen

(19) Standard B earth stations in some state capitals of the Federation. To ensure proper

management of the network provision, there were territorial managers responsible for

telecommunications administration in each state except Lagos state, where because of the

relatively large number of switching centres and subscribers in the metropolis, it was

considered prudent to have at least two (2) territorial managers (Alabi, 1996).

As the country improved in its network management, the number of subscribers

increased and new technologies were being developed, the country had to embrace Digital

Technology in 1980s with the introduction of Digital Switches and Transmission Systems

(Radio and Optic fibre) into the network. NITEL which was created to manage the telecom

sector of the economy, since the beginning of the 90s, managed the introduction of Mobile

Telephone Services (Cellular), Paging and Electronic Mail (Alabi, 1996).

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Tella, Amaghionyeodiwe and Adesoye (2007, p. 7) opined that “the main objective of

establishing NITEL was to harmonise the planning and co-ordination of the internal and

external telecommunications services, rationalize investments in telecommunications

development and provide accessible, efficient and affordable services”.

While NITEL (established in 1985) was the managerial head of the telecom industry

in the country, November 1992 saw the creation of the Nigeria Communications Commission

(NCC), which served primarily as a regulatory arm of the government. The government

instructed NCC to establish and foster an environment that will facilitate the participation of

the private sector to increase and expand the extremely poor existing infrastructure in the

telecommunication industry. NCC is currently playing this role in the country, for which

several studies to evaluate it performance has been conducted (Tella, Amaghionyeodiwe &

Adesoye, 2007).

Roughly twelve (12) years after the deregulation of the telecommunication industry

has led to the introduction of Global System for Mobile communication (GSM), network

providers in the country operating on the 900/1800 MHz spectrum, such as MTN Nigeria,

Airtel, Globacom and Etisalat, have based their operations on the provision of GSM services.

The use of cell-phones has risen from 500, 000 subscribers when it was under the

management of Nigerian Telecommunications Limited (NITEL) to over 90 million

subscribers. It was the deregulation policy which started in 1992 and came into maturity in

2001 that has made this achievement possible. NCC, in March 2011, made it compulsory to

the GSM service providers to ensure that their customers register their SIM cards so as to be

able to track and keep accurate figure of subscribers in the country. The exercise is still

ongoing in the country. In March 2013, the regulatory commission announced the gradual

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reduction in rates of interconnectivity starting from N4.50k to N4.20k by 2015. This policy,

along with making GSM text messages free for consumers would take effect starting from

April 1, 2013.

2.2 Overview of Customer Relations

The term customer relations is a branch of public relations that has attracted the

attention of organisations over time. As an aspect of public relations, it is geared at

facilitating favourable relationship between an organisation and its customers. These

customers can be either end consumers or corporate consumers. The end consumers are those

that patronise the services or product of an organisation for their private or family use, while

the corporate/intermediate consumers are those that use the services or product of an

organisation for the purpose of producing services for the benefit of the end consumer.

Whichever class the consumer falls into, the aim of the customer relations unit is to maintain

favourable relationship with them.

On the whole, public relations which is the parent term for this kind of organisational

relationship is focused at establishing goodwill with the publics of an organisation. Okafor

(2002, p. 49) fathomed that public relations “involves doing good and getting good things for

others”. Didiugwu (2011, p. 257) citing Ajala (1993) noted that public relations is the

“totality of an organisation or individual‟s performance aimed at earning public favourability

which results in continued growth mutually beneficial to the organisation or individual and

the society within which it operates”. The public relations practitioner serves as “an

intermediary between the publics and the organisations; …working tirelessly to project the

good image of the organisation to the publics” Okafor (2002, p. 49). This function of the

public relations officer is important because “gaining the support and cooperation of others

24

through perception is part of the day-to-day business of every organisation …as no

organisation can survive without the acceptance, goodwill, cooperation and understanding of

those who associate with such an organisation” (Okafor, 2002, p. 50).

One of the basic functions of public relations, according to Nworgu (2011, p. 249)

citing Nwosu (1996), “comes down to corporate relations, which has to do with the use of

planned communication activities to project the image of the organisation by portraying it as

dependable, trustworthy, progressive, law abiding and socially responsible”. A more specific

aspect of public relations function that relates to this study is the marketing support function

“which comes in form of a favourable image through effective customer relations that

promotes sales of the company‟s goods and services” (Nworgu, 2011, p. 254)

Center, Jackson, Smith and Stansberry (2008, p.131) noted that an old trick question

once asked “who are the three most important publics? The answer is customers, customers,

and customers.” This is an example of how important the customer is to a company. Product-

based organisations must understand that it is the customers who pay the bill, while service-

based organisations must also understand that they are created to serve the customer (Center,

Jackson, Smith & Stansberry, 2008). Either ways, if organisations do not take into

consideration the place of the customer in the survival of the organisation, then the company

is planning to fail.

According to Bitpipe (2012, para. 1) customer relations which is also called “Client

Relationship Management, Dealing with Customers, Relationship Management, Customer

Relationship Management, Relationship Marketing, Customer Relationship Optimization,

Customer Relations, Customer Care is an all-encompassing paradigm that revolves around

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the idea that maximizing customer satisfaction inevitably maximizes the long-term

profitability of an enterprise”. Invariably, customer relations is an important aspect of a

company‟s survival that needs to be constantly placed at the front line of a company‟s

interaction with its customers. This approach would help the organisation understand the

needs of the customer and work towards meeting them.

Didiugwu (2011, p. 265) summarised the essence of customer relations as the

effective management of relationships with the customer; adding that “when customers are

well-managed, they feel aligned, committed, motivated and on board”. This shows that

customer relations has to do with the perception of the people and how they feel about the

services rendered by the company. Onah (1996, p. 5) cited by Nworgu and Johnson (2011, p.

271) noted that “customer relations is concerned with how and what others think about you

as either a person or an organisation, considering the fact that organisations or individuals

will have as many images as there are persons who think about it or him”.

2.3 The History of Customer Relations

The history of customer relations can be traced to the late 1940s, following the Great

Depression. Center, Jackson, Smith and Stansberry (2008, p.132) noted that “customer

„wants‟ were for material possessions, labour-saving devices, convenience, ease, and luxury.

To producers and sellers, these were seen as customers „needs‟. In the succeeding decades of

increasing prosperity and affluence, it followed that if a product could be sold, it „deserved‟

to be sold. Wants translated with adept interpretation into needs”. This event continued and

most sellers were concentrating in whatever they can do to sell to the consumer. Different

marketing techniques were employed to sell a product or offer services. Gradually, sharp

26

practices and lies started coming into marketing processes and consumers became the victim

of the unfortunate situation. The Kefauver-Harris Drug Act of 1962 had to put an end to most

of the practices of organisations aimed at selling products to the customer (Center, Jackson,

Smith & Stansberry, 2008).

This event led to the gradual shift of selling from „share of market‟ to „share of mind‟.

There was this need to talk to the customers in respect to their needs. Companies began to

notice that customer want to be served and not sold product to. This led to the unearthing of

ways to please the customers in order to enrich the company (Center, Jackson, Smith &

Stansberry, 2008). This practice became very popular during the 1990s. It offered long term

changes and benefits to businesses that chose to use it, because it allowed companies to

interact with their customers on a whole new level. While CRM is excellent in the long term,

those who are looking for short term results may not see much progress, because it was

difficult to effectively track customers and their purchases (Exforsys, 2006).

In Nigeria, though the history of public relations can be traced through 1940 to the

period of the Second World War, when the Colonia masters wanted support from the

colonies in respect to the war. They established information offices in Ibadan, Enugu and

Kaduna for the purpose of communicating information to the people. However, the extension

of public relations to business sector came between 1950 and 1960 (Sambe, 2005). It was the

United African Company (UAC) that was the first to establish a public relations department.

This was followed by the establishment of a public relations office by Shell BP, now known

as Shell Petroleum Development Company of Nigeria (SPDC) and Nigeria Railway

Corporation (Nweke, 2001). The public relations offices in these companies functioned

mainly as information offices and were helping customers with relevant information that

27

aided their business interaction. By providing information for customers, these offices were

providing customer relations functions. This means that the history of customer relations did

not officially start in Nigeria until the period of 1950 and 1960.

Today, there are many companies in Nigeria with public relations units or

departments. These units perform customer relations activities and run customer relations

programmes. The four GSM service providers in the country (MTN Nigeria, Globacom,

Airtel and Etisalat) are not left out in the game.

2.4 Understanding the Potential of Customer Relations

Customer relations has taken a different dimension in recent times in the last ten

years. Initially, public relations which is the parent body of customer relations started as mere

information offices. Today, it has grown so wide that it now has compartmentalisation;

media relations unit, government relations unit, finance relations unit, community relations

unit, employee relations unit, stakeholders relations unit, corporate social responsibility unit,

and customer relations unit (Center, Jackson, Smith & Stansberry, 2008). Even the customer

relations unit, which is the focus of discussion, has become modernised. The newest

approach now involves the use of the Internet to reach and relate with customers wherever

they are (Exforsys Inc., 2006).

In the past (the first stage of customer relations), customer relations practice was a

difficult process because of the rigour involved. The practice entails the use of one approach

to collect the bio data of customers and then send it to another department that will analyse it,

before sending the result to another department that would make use of the analysed data for

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marketing purposes (Exforsys Inc., 2006). This procedure was time consuming for

organisation, which in most cases are looking for ways to reach the consumers urgently.

The second stage of customer relations introduced a number of important changes.

The focus of the change was to place higher emphasis on establishing, building and

maintaining strong customer relationships. It introduced the concept of integrating customer

information in a way that would allow the company to achieve its goals, while satisfying the

customers. Customer-organisational interaction became the bases of customer relations

practice. A number of companies began reengineering their systems in a way that would

allow them to work together with their customers seamlessly (Exforsys Inc., 2006).

These changes created a forum where the Internet can be put to maximum use. For

instance, it allowed customers to get the services they needed through the company‟s

website. It also allowed companies to begin collecting more information on their customers

without stress or difficulty. Once this information was collected and analyzed, it allowed

companies to target individuals in a way that was practically impossible before the

introduction of the Internet. A number of companies have added features to their websites

which allow each customer to have an experience which is personalized. There is forum for

chat box which facilitated customer interaction with organisation and other customers of the

organisation (like a visual community of customers of a company). In addition to

customizing experiences, many companies have begun customizing products as well. This is

the current level of technology that the customer relations industry has reached (Exforsys

Inc., 2006).

While the future of customer relations cannot be predicted with any certainty, many

experts believe that the next step in customer relations is to create integration between

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customer applications and back end systems. A system like this would allow customers to

view the inventory of a company, and this can allow them to order products automatically.

From this stage, the process of delivery could be seamless. Once a company has successfully

integrated their various business processes, a customer can order a product at an online store,

and they would have multiple avenues that could be used to find out the status of the order.

They could pick up the product at a local store, and because they could view the company‟s

inventory, they could be certain that the product is available (Exforsys Inc., 2006).

The future of customer relation is what the name implies. The customers‟ needs must

always be placed first. When a company fails to do this, sooner or later, their sales will

decline. In the future it is very likely that customer relations will give customers a greater

degree of control over the products they purchase, and customers will be able to spend a

great deal of time measuring these purchases. This form of control can be made possible

mainly through the Internet. In this case, the company website would be the “portal” for

customers who are looking for products online. This portal will allow the customers to

interact with the company (through a chat box or email), and it should also allow them to find

all the resources they need on the website. As customer relations continues to advance in this

line, the customer portal will become an important part of interaction over the Internet. It will

allow a company to go from being a static entity to one that is much more dynamic and

customer friendly. Once this occurs, the company can adapt to the changing needs of their

clients (Exforsys Inc., 2006).

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2.5 What can Customer Relations Practitioners Do?

Rosenfield (2002: 2) remarked that customer relations practitioners can establish and

keep 11 commandments of 21st Century Marketing and Customer Relationship practice,

which include:

1) Respect the customer.

2) Abandon ethical neutrality, and only promote products that - at the very least-do no

harm.

3) Understand that the medium is the message, and use media appropriately.

4) Know the differences between bribery and loyalty.

5) Be sceptical of marketing “scientism”, including most forms of so-called market

research.

6) Be a critical client and completely scrupulous vendor of all customer relation related

products and services.

7) Become a privacy advocate, since invading your customers‟ privacy will put you out

of business.

8) Let go of intrusive and obnoxious ways of contacting consumers, such as junk e-mail,

outbound telemarketing, and viral marketing.

9) Learn that “brand” in the 21st Century is a stress-reduction strategy on the part of the

consumer, not some advert agency hocus-pocus.

10) Know that we don‟t control technology-technology controls us.

11) There‟s an eleventh commandment: fall out of love with customer relations practice

and you will fall out of love with your products and services. Assuredly you must fall

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out of love with yourself. But fall in love, deeply in love, with your customers, the

only thing in the business world worthy of such affection.

2.6 The Stages of acquiring Knowledge (with emphasis on Perception)

The stages of acquiring knowledge come in five basic stages which Sunni Forum

(2013) noted include:

1. Listening attentively (Istimaa)- awareness

2. Silence/Pondering (Insaat)- knowledge

3. Memorizing (Hifz)- Perception

4. Practice (Amal)- Behaviour

5. Imparting (Nashr)- Teaching others

The aforementioned stages work synergistically to produce complete knowledge on a

particular subject or phenomenon. In most cases, these stages happen so fast in an individual

to the extent that they can hardly be seen as distinct, yet related in a way. For one to claim

perfect knowledge of a particular fact, such knowledge must pass through the following

processes or a combination of some of the processes.

1. Listening attentively (Istimaa)- Awareness

This process occurs when an individual is exposed to a particular information for the

first time. Such an individual is told about a particular experience or happenstance or event

which had already happened, just happening or about to happen. Here a great deal of

listening is required on the part of the recipient to be able to follow the flow of event. It is the

first stage of gaining knowledge.

2. Silence/Pondering (Insaat)- Knowledge

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Knowledge, on the other hand, is a little bit complicated. This is because

psychological scholars have not been able to arrive at an agreeable definition of what

knowledge is all about. In any case, this process take place immediately after awareness has

been established. It requires the understanding of the information that has been

communicated during awareness stage. Russell (2013) remarked that “the question of how

knowledge should be defined is perhaps the most important but difficult aspect of

philosophy. This may seem surprising because at first sight it might be thought that

knowledge might be defined as belief which is in agreement with the facts. The trouble is

that no one knows what a belief is or what a fact is, and no one knows what sort of agreement

between them would make a belief true”. However, this definition seems to be the closest

definition of knowledge – an agreement between belief and fact. This agreement cannot be

achieved until there is a element of pondering on the information received during the

awareness stage. It is this pondering process that leads to the next stage called perception.

3. Memorizing (Hifz)- Perception

Perception is “the act of apprehending by means of the senses, mind or cognition”

(Dictionary.com, 2013). It is a mental disposition towards a given phenomenon. Standard

Encyclopaedia of Philosophy (2013) noted that “the perceptual faculties are five senses:

sight, touch, hearing, smelling, and tasting. One must distinguish between an experience that

can be classified as perceiving about p (for example, seeing that there is coffee in the cup and

tasting that it is sweet), which entails that p is true, and a perceptual experience in which it

seems as if p exist, but where p might be false. This latter kind of experience can be referred

to as perceptual seemings. The reason for making this distinction lies in the fact that

perceptual experience is fallible. The world is not always as it appears to the perceptual

33

experiences. One need, therefore, a way of referring to perceptual experiences in which p

seems to be the case that allows for the possibility of p being false. That's the role assigned to

perceptual seemings. So some perceptual seemings that p exist are cases of perceiving that p

exist, others are not. When it looks as though there is a cup of coffee on the table and in fact

there is, the two states coincide. If, however, one hallucinates that there is a cup on the table,

it can be said that the person have perceptual seeming about p without perceiving that p

exist”.

The basic understanding here is that perception is relative and may not in all cases be

the actual representation of the fact beforehand. Perception may be subjective and vary from

one individual to another. To fully understand perception, one would have to read the theory

of perception discussed in the theoretical aspect of this study. It is the perception of the

consumers concerning the customer relations programmes of the GSM service providers in

the country that informed this study.

4. Practice (Amal)- Behaviour

This is the manifestation stage of the mental disposition of an individual. It is

normally seen in form of behaviour. The kind of behaviour one puts forth when confronted

with a particular phenomenon. Therefore, if the consumers positively perceive the customer

relations packages of the GSM service providers in the country, it will positively inform their

behaviour towards the company in question and vise vasa.

5. Imparting (Nashr)- Teaching others

This is the process of teaching others what one already knows as a result of the

acquisition of knowledge through the aforementioned processes. In the case of the GSM

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service consumer, a dissatisfied customer can communicate it to his/her friend as a way of

influencing their perception and vise vasa. Once this is done, the entire process of acquiring

knowledge starts all over again in his or her friend and the circle goes on.

2.7 Understanding Consumer Behaviour

Since human beings spend most of their lives consuming products/services that

satisfy their needs and desires, it means that they spend most part of their lives as consumers.

Invariably, their behaviour in buying things that satisfy them cannot be explicitly

distinguished from their normal human behaviour. Runyon (1980, p. 48) captured the whole

essence of this statement when he wrote that:

Since we spend most of our lives consuming economic products – houses, clothing, food, cosmetics, recreation services and equipment

– it follows that consumer behaviour is an integral part of human

behaviour and cannot be separated from it except by arbitrary and large meaningless distinction. The same considerations that influence

our behaviour as human beings influence our behaviour as

consumers. In our consumption patterns, we are frugal and we are

extravagant; we are prudent and impulsive; we are selfish and generous. We purchase products that would be pleasing to other and

at the same time we please ourselves. We give and receive gifts as

expression of love and Christmas holiday, symbolising deep religious beliefs, has become a time of outrageous

commercialisation.

Consumer behaviour is therefore defined as the “behaviour involved in planning,

purchasing, and using economic goods and services” (Runyon, 1980, p. 48). In this

definition, three key elements are important and should be taken care of. One of the elements

is that consumer behaviour is a planned process. It has to do with the way people plan their

lives around what they want to buy in the market as against the amount of money they have.

This means that the behaviour of consumers, in most cases, is planned. Another important

variable is that consumers buy products and services which they use to satisfy their various

35

needs. They have needs which they really want to satisfy and they go all out to buy those

products/services. The act of buying this product is important as the need the product will

satisfy. Therefore, consumers are not people who have needs and deliberately refuse to

satisfy them, especially when they have the means to do so. This is the reason manufacturers

are often asked to find out the needs of the consumers at all times and work hard to satisfy

them, because consumers truly want these needs satisfied. The last important variable in the

definition is that consumers actually use these economic goods and services which they have

purchased. They do not throw them way or deliberately discard them. They, in fact, use them

with the aim of deriving full satisfaction from them. It is this satisfaction angle that really

tells whether the consumer will make a repurchase or not. Consumer behaviour can therefore

be defined as the act of planning, buying and using the goods/services that have been bought

to satisfy the needs of the buyer or relatives of the buyer (Runyon, 1980).

The term consumer behaviour is generally used as a mother term to encapsulate the

whole process of planning, buying and using the products/services bought. This term is

preferred to buyer behaviour because the term buyer behaviour is a more restricted term

which referred to the person who buys the product from the market even if he/she will not

plan the buying or make use of the product or service. There are situations where an

individual will go to the market buy a product not planned for and give that product to

friends, relatives or family member. This kind of buying pattern cannot be referred to as

consumer behaviour in the strict sense of it but can qualify as buyer behaviour. However, all

forms of buying behaviour whether planned or unplanned and used by the buyer or not have

been described as consumer behaviour. This simply means that consumer behaviour is a

36

complex thing just as human behaviour is complex. Hence, there is need to constantly study

this behaviour to know the direction it is tilting at a particular point in time (Runyon, 1980).

Consider the fact that two persons can walk into a store to buy telecommunication

lines, one person would buy MTN SIM card while the other person would buy Glo SIM. The

two products are meant to serve the same purpose yet they both selected different SIM cards.

Could it be that they were both influenced by past experience, buying the products for the

first time, recommendation from friends, the advertisements they were exposed to or other

factors unknown? These are issues to consider when looking at consumer behaviour. This is

why consumer behaviour as a gradual process that develops over time.

Another important aspect of consumer behaviour is that it has been described as a

decision making process (Runyon, 1980). This means that consumers make conscious

decision on daily bases on what to buy and what not to buy and how to use what have been

bought. By this premise, consumers can be seen as people or individuals who are not

paralysed by the constant internal and external factors that influences them on daily bases.

They still find a way to select a particular stimulus to act on, not minding the myriad of

factors (internal or external) confronting them. This act of selecting a stimulus to respond to

has been described as the stimulus-response decision process of human action. To Runyon:

Consumer behaviour can also be described as a decision process. Most consumers have limited resources – that is they cannot buy

everything they want. They have to make decisions as to which

goods and services they will purchase and which they will do without – a new refrigerator or a new washing machine; a new car or

a vacation; a pack of cigarettes or a bear. Even after a decision to

purchase a new product have been made, other decisions still remain.

The buyer of an automobile has a wide variety of features, brand colour, styles and prices from which to select. …The decision

process has at least five steps; a) the recognition of a problem

37

requiring a decision; b) a search for alternative ways of satisfying the

problems requirements; c) an evaluation of the possible alternative solutions; d) the decision itself; and e) an evaluation of the adequacy

of the decision. …Although we ascribe five steps to the decision

process, it is obvious that the consumer does not consciously go

through each step to make every buying decision. Instead, the consumer often seems to short cut the process, to make many

purchases without conscious deliberation, and to engage in what may

be described as „habitual‟ behaviour (1980, pp. 61-62).

The aforementioned quotation is an indication that human behaviour is such that is

goal-oriented; especially when there is a predetermined need the individual wants to

gainfully satisfy. Humans set target for themselves and work hard to meet those targets. In

the same vein, consumers set purchasing goals and work within their means to meet those

goals. The behaviour of the consumer is such that will always make him/her look out for

ways of making purchases at a satisfying end.

Empirical Review

2.8 Creating Customer Relations Programmes Awareness

In creating customer relations programmes, there is need to constantly communicate

these programmes to the customers in order to raise their consciousness about the existence

of the programmes. That is one of the ways consumers can make full utilisation of the

packages. A well designed programme that is not properly communicated to the consumers is

as good as not being designed in the first place.

There are other instances where organisation would feel that they have already make

their customer relations programmes known to their customers or that they are already

practicing good customer relations programme. In a situation like this, there is nothing wrong

if the organisation sets out to investigate whether the customers are really aware of their

38

customer relations programmes. This kind of investigation puts the organisation and the

customer on the same page or level of understanding. Instead of acting in assumption, the

organisation can now know for certain the awareness level of the customer and possibly how

such awareness affects the customer‟s perception of the organisation.

This was exactly the kind of study that was conducted by Tom Schlei in 1997 entitled

“Developing Customer Service Awareness in the Sussex Fire Department”. The study was

based on the fact that the Sussex Fire Department needed to improve and formalize its

customer service and public relations programs. It, therefore, sought to assess opportunities

for improvement in the attitudes of department personnel towards improving customer

service, research current fire service thinking in the area of customer service and develop a

tool to gauge customer service perception.

The study used descriptive research method to provide answers to the research

questions raised in the study. The result of the study indicated that the public were aware and

satisfied with the fire service department performance so far. However, fire service

department personnel felt that there was room for improvement on the part of the department

in its training. As a result of the research, it was recommended that the concept of customer

service be “sold” to all levels of the organization and that whenever possible, it must be

practiced by personnel at all levels. To ensure the implementation of this recommendation, a

commitment to customer service was shared throughout the organization (Schlei, 1997).

The researcher noted earlier in the study that more than ever, today‟s fire service in

Sussex is competing for support, both politically and financially, in an effort to survive as a

service provider. Therefore, the Sussex Fire Department must prepare to meet the challenge

of securing fund for operations and generating public support. To achieve this, developing a

39

positive philosophy of customer service relations was the goal of fire service department

(Schlei, 1997).

2.9 Customer Service, Satisfaction and Loyalty

There has always been an argument that good customer service can lead to customer

satisfaction and that a satisfied customer would always come to repurchase the same product

or service each time the need arises. This means that a customer can remain loyal to an

organisation and keep on patronising that organisation simply because he/she was satisfied

with the kind of service received from the company. For good customer relations to take

place, emphasis must be placed by organisation on the need of that customer and what can be

done to satisfy that need.

In order to establish a link between customer service, satisfaction and loyalty, Roger

Hallowell (1996) conducted a study entitled “The Relationships of Customer Satisfaction,

Customer Loyalty, and Profitability: An Empirical Study”, which revealed that there was an

increase in profit resulting from an improvement in customer satisfaction, but this condition

can only be possible if the causality hypothesized in the service management literature exists,

and if environmental and technological conditions remain essentially stable (Hallowell,

1996).

The purpose of the study was to illustrate that there is a relationship between

profitability and customer-related outcomes that managers can influence directly. Therefore,

if findings support the theory that customer satisfaction is related to customer loyalty, which

in turn is related to profitability, then the aim of the study must have been fulfilled. The

researchers concluded that as firms begin to evaluate the relationship between customer

40

satisfaction and customer loyalty more completely, specific actions can be recommended that

will optimize managers‟ investment in improved service. The relationships among customer

satisfaction, customer loyalty and profitability warrant further research (Hallowell, 1996).

Rama Yelkur (2000) also carried out a study titled “Customer Satisfaction and the

Services Marketing Mix” which revealed that a service that puts consumer first, does not

necessarily lead to chaos and failure, but that with clear goals and an information network

that gives the necessary data to improve performance, it is entirely possible to provide a

nearly perfect service to customers. The study focused primarily on one aspect of the

adaptive process of marketing mix called customer satisfaction. The major aim was to

develop a model that suggests the possible effect of each individual elements in the services

marketing mix that influence customer expectations being; place, physical evidence,

participants, and process. The proposed model is formulated on the customer‟s perception of

service. The model incorporates customer expectations derived from the customers‟ own

experience or others‟ experiences with the service, the service price relative to the price of

other identical services, and the organization‟s promotional methods for communicating the

features of the service offered (Yelkur, 2000).

The study concluded that customer perception of a service is entirely subjective

meaning that what the customer actually gets out from the service and how he or she

perceives the service may not always match. So the customer‟s judgment or evaluation of the

service marketers can influence these perceptions to a large extent by controlling favorably

the service marketing mix variables. It suffices that if service organizations pay more

attention to their employees as well as their customers, it would increase both employee

motivations and customer satisfaction (Yelkur, 2000).

41

Sylva Kalu and Hart Awa (2008) also conducted a study titled “Buying Behavior in

the Non-Profit Making Organization” which investigated the buying behavior in non-profit

making organization via in-depth interviews with captains and other influential members of

Catholic Presbyterian, Methodist, Anglican, and African Churches. These churches were

chosen because they seem to be known to exhibit the least aggressiveness in the quest for

profits and memberships. The study revealed that church buying decisions range from

extremely complex and novel to simple re-order situations that ultimately fall into re-current,

stock and capital-intensive buying items. Church makes all purchases through buying

centres/ committees, whose memberships are drawn in a manner to elicit the best of their

expertise (Kalu & Awa, 2008).

The study concluded that the “essence of the study is to take the broader challenge of

installing relationship marketing and perhaps transaction-based marketing via thorough

unveiling and prediction of individual and group behavior of the buying centre and other who

influence choice decision. Although the churches studied are unique institutions in terms of

their quest for profits, some measures of commonalities exist between the analytical

framework of consumer buying behavior and institutional buying behavior, particularly in the

complexity of the several interactive forces, steps, and events and dominate decision-making.

Nevertheless, subtle difference exist in the two, especially in the areas of the number of

decision participants, time to complete a purchase, extent of decision complexity and

involvement/perceived risk as well as premiums placed on personal selling, technical

support and other pre-and post-sale services” (Kalu & Awa, 2008).

Similarly, Anayo Nkamnebe, Edwin Idoko and S.E. Kalu (2008) carried out a study

entitled “Consumer Compliant Behavior and Effective Consumer Protection in Nigeria”

42

which revealed that most consumers do not take time to study the label on products before

buying. As a result, they rarely know when the product was manufactured, the batch number,

and the expiry date. In some cases consumers indicated that the languages or terms used to

describe the product especially pharmaceutical products are always technical. Secondly, that

consumers‟ awareness of the laws that protect them in exchange relationship is low. Thirdly,

most consumers do not obtain receipt/invoice after purchase. The non- availability of receipt

makes it difficult for consumer to take legal action when they discover that they have been

cheated, exploited or sold fake products to. This is a clear indicator that most of these

consumers are ignorant of their rights in buyer-seller relationship; while the few ones that are

conscious of their rights find it difficult to seek redress in court because of fear of Nigerian

“factor” which perverts the course of justice (Nkamnebe, Idoko & Kalu, 2008).

Methodologically, the researchers obtained their data from consumers, manufacturers,

services providers and sellers of assorted products and services using questionnaire. Also,

personal interview were conducted among selected consumers users and institutional buyers.

The study also employed observation method especially in supermarkets, open markets,

departmental stores in Enugu and Onitsha in order to find out whether consumers look out

for product information before effecting purchase or not, observe consumers‟ complains, the

consciousness of their rights in exchange relationships, and how their grievances are handled.

Personal interview was used to supplement the much- needed data, which could not be

gathered either from the questionnaire or from secondary sources (Nkamnebe, Idoko & Kalu,

2008).

The study concluded that “the enforcement of consumes‟ right should not be

considered the sole responsibility of the government, as such; it makes sense for civil

43

societies to participate in the enforcement of consumers‟ right as part of the campaign against

social ills. Also the Nigerian press has a key role to play in advancing the cause of

consumers. One possible means to achieve this is to devote a section of daily/weekly

newspapers for consumer education and enlightenment. Television and radio stations can

introduce weekly programmes bordering on consumers protection and their rights.

Organization should also establish a division of consumer affairs to participate and represent

consumers in all corporate decisions; respond to consumer inquiries and complaints; inform

and educate the consumers. The department shall also be concerned with monitoring

consumer satisfaction with company products, predicating and detecting areas of consumer

discontent and representing consumers and other social interest in corporate policy-making

(Nkamnebe, Idoko & Kalu, 2008).

Zaherawati Zakaria, Zaliha Hj Hussin, Mohd Zool Hilmie Mohamed Sawal,

Kamarudin Ngah And Nazni Noordin in 2011 carried out a study entitled “Customer

Satisfaction in Municipal Services: An Empirical Study in Majlis Perbandaran Sungai Petani

(MPSPK)”, the result indicates that there is a significant relationship between customer

satisfaction towards e-services and ease of use, trust, privacy and security. The main focus of

e- Government was to provide efficient and effective government delivery services to the

Malaysians through internet, kiosk, Interactive Voice Response (IVR) or telephone or mobile

phone. They can easily access the services and fulfil their requirement smoothly without any

disruptions (Zakaria et al, 2011).

In recommendation, the researchers suggested that the links and direction on how to

use the e-services in the MPSPK‟s website must be flexible and easy to access, so as to create

a user-friendly website for customer‟s benefits. And that MPSPK should promote their e-

44

services in wide scale to be a friendly website and feel secure in doing transaction with

others. (Zakaria et al, 2011).

Similarly, in 2010, a study entitled “An Empirical Study of Automated Teller

Machine Service Quality and Customer Satisfaction in Pakistani Banks” was conducted by

Muhammad Asif Khan. The aim of the study was to investigate significant dimensions of

ATM (automated teller machine) service quality and its effect on customer satisfaction. The

regression results of the study indicated that convenience, efficient operation, security and

privacy, reliability and responsiveness are significant aspects of ATM service quality and

that ATM service quality positively and significantly contributes toward customer

satisfaction (Khan, 2010).

The study concludes that the rapid diffusion of ICT in Pakistani banking sector

provides a platform to use innovative technologies to enhance operational efficiency and then

employ quality of service to attain and retain customers. The rapid growth in use of ATMs in

Pakistan offers opportunities to banks to use customers‟ passion for this innovative service

for strategic advantage. It was also recommended that banks should proactively monitor

customers‟ preferences with the aim to use the result for effective response to the customers

needs (Khan, 2010, p. 342).

2.10 Importance of Customer Relations

The importance of customer relations cannot be over emphasised. Writings from

different literature have revealed that any organisation, be it service oriented organisation or

product based organisation exist mainly for the customer. For the service based organisation,

they exist primarily to serve members of the public (customers), while the product based

45

companies exist to have their products sold to customers. Either way, therefore, organisations

exist for the customer whether it is a profit based organisation or not. Based on this premise,

it is important for organisations to maintain good and healthy relationship with the customer

in order to remain afloat and functional. Little wonder Center, Jackson, Smith and Stansberry

(2008, p.131) noted that the three most important publics of an organisation are customers,

customers, and customers and that if a company do not take them seriously, the company is

already planning to fail.

One of the studies that tried to paint the picture of how important customer relations

is to organisations was that conducted by Shiaw-Wen Tien, Yi-Chan Chung,

Chia-Hsiang

Hsieh, Lin-Lin Tang and Chih-Hung Tsai (2012) entitled “An Empirical Study of Customer

Relationship Management Implementation in Taiwan‟s Machine Industry”, which noted that

“because of the power of information and telecommunications technologies, business can

track their customers and determine what they really want and how they actually use their

products. Analyzing the information returned from customers and products, business can

provide active and accurate service to the right customer through the right channel at the

right time and increase customer satisfaction” (Shiaw-Wen, Yi-Chan Chung,

Chia-Hsiang,

Lin-Lin and Chih-Hung, 2012, p. 1).

The study found that the company adopt Internet and others related tools to provide

convenient customer service and adopt data mining to analyze consumer behaviour. It was

also revealed that the company take customer profile to design sales activities and that there

is a rise in trend of customer satisfaction by implementing customer relation (Shiaw-Wen,

Yi-Chan Chung, Chia-Hsiang, Lin-Lin and

Chih-Hung, 2012, p. 1).

46

In 2004, Justie Nnabuko carried out a study titled “Customer Relationship

Management in Organizations”, where he noted that in today‟s competitive environment,

where markets are global and the pace of business are accelerating; the traditional models of

organization are rapidly becoming obsolete. To this end, corporations have reconsidered their

portfolios and the role of the corporate center in providing quality services. Technologies,

public policy, and other forces have altered the business landscape in several fundamental

ways. The Internet has contributed significant changes in the way organizations develop

offerings, align themselves with suppliers, and reach customers (Nnahuko, 2004).

The study concluded that customer relations management can help organisation make

money, but that the organisation would have to think business first, technology second.

Another issue to consider is that organisation should use strategic consideration that target

long-term value growth as the control mechanism of customer relations. Then create a

customer-focused learning culture inside the organization and base marketing decisions on

comprehensive, value-driven analysis (Nnahuko, 2004).

Another study on the performance of customer relations management was that

conducted by Joseph Uduji (2008) entitled “Motivation and Salesperson Performance in the

Era of Customer Relationship Management” reported that “companies should convince the

sales people to believe that if they expend greater effort, it will lead to improved

performance; otherwise, reps will not expend the required effort regardless of the potential

for reward. This implies that the accuracy of the sale force perception determines whether

motivation can lead to improved performance” (Uduji, 2008).

47

The researcher noted that salesperson motivation has always been a central problem

for sales managers and that unmotivated sale persons are likely to spend little or no effort in

their jobs, avoid the workplace as much as possible, exit the organization if given the

opportunity and produce low quality performance. This is the major reason organisation must

focus on the issue of motivation for sales representative; because salespeople who feel

motivated to work are likely to be persistent, creative and productive, turning out high quality

Customers Relationship Management (CRM) which they willingly undertake (Uduji, 2008).

The researcher used both primary and secondary data for their result analysis. The

primary data were sourced through two sets of questionnaire designed for collecting data

from salespeople and sales managers. The secondary data, on the other hand, used published

and unpublished materials from texts, the internets, journals, company documents, libraries

etc. questionnaires were used to collect data from 75 sales executives of 15 firms located in

the south-East of Nigeria.

The study revealed that “for company rewards and incentives to have an impact on

motivation, salespeople most value these rewards. In other words, they must feel that the

rewards are worth the effort. Not only must sales reps values rewards; they must feel that

attaining them is conditional upon performance. If the rewards are pretty much the same

regardless of how good or bad that performance is, then these rewards will not be effective

motivators. Salespeople must also understand exactly what they must do to get a particular

reward. This is often difficult because much of their job activity involves dealing with people

outside the company (namely, customers) and because they usually work with littler or no

direct supervision. As a result, there can be considerable ambiguity and conflict in the

salesperson‟s role” (Uduji, 2008).

48

It was further revealed that “salespeople must also believe that if they expend greater

effort, it will lead to improved performance. If they believe this, they will be motivated to put

forth greater effort. Otherwise, reps will not expend that effort regardless of the potential for

reward. In other words, if salespeople don‟t believe their additional effort will make a

difference they won‟t try. The accuracy of the salesperson‟s perception concerning effort and

performance determines whether motivation can lead to improved performance” (Uduji,

2008).

In 2011, Claudia Jasmand, Vera Blazevic, and Ko de Ruyter under took a study

entitled “Generating Sales While Providing Service: A Study of Customer Service

Representatives‟ Ambidextrous Behaviour”. The study noted that “cross- and up-selling in

inbound call centres is a growing business practice, with the promise of enhanced revenue

generation and customer retention. Yet firms struggle to create conditions that are conducive

to customer service representatives‟ (CSRs)” (Jasmand, Blazevic and Ruyter, 2011, p. 2).

. They collected of data was done through an online survey of CSRs at two call centre

sites. These CSRs sites work for several business lines of a client company that provides

telecommunication services. As such, there are differences in the product/service portfolios

which these CSRs represent and customer mix they serve. The CSRs firm handles typical

inbound customer service tasks, such as answering incoming questions and responding to

complaints. Technology–supported, standardized instructions define the process for handling

most types of customer service requests and problems (Jasmand, Blazevic & Ruyter, 2011).

Similarly, reporting on the importance of customer relations, Sergei Golitsinski and

Dean Kruckeberg, in 2000 conducted a study entitled “A study of the emergence of public

49

relations in the Russian Federation”, which revealed that there is really a demand for a top-

quality public relations service in Russia and that foreign companies in Russia imported their

customer relations services which has been recorded as the reason for the increase in turnover

for these companies as against their Russian competitors who do not practice customer

relations activities (Golitsinski & Kruckeberg, 2000).

Golitsinski and Kruckeberg (2000, p. 195) citing Guth (2000) further suggests, that

“it appears, the Russians are still trying to figure out exactly what public relations is. Some of

the confusion stems from old habits dying hard. As Leon Aron has noted, the system may

have changed with the fall of communism, but the players did not. That is true: those who

used to be at the head of the Communist party became business leaders. Russian companies

need public relations to generate positive publicity. The primary goal of this publicity is to

stimulate business”.

Another important study to look at is that conducted by Wang Ke-yi in 2010 entitled

“An Empirical Study of Service Innovation's Effect on Customers' Re-purchase Intention in

Telecommunication Industry”. The result of the study shows that service innovation made by

the operators in telecommunication industry has important effect to users' intention when

they are in need to repurchase the mobile telecommunication. The implication of the study is

that customer relations officers should create constant programmes initiative to remind the

customer that avenues are explored by organisations to meet their needs. This approach

might help lure the customer to make a return purchase.

50

2.11 Failures of Customer Relations Programmes

The moment customer relations fails to take the interest of the customer into

consideration when designing its packages and way of service delivery, that organisation is

already on the way to failure. This means that customer relations programmes are not what

organisation sits at a management board to discuss and design without putting the needs and

interests of the customer on the table. Customer relations programmes must be designed in a

way that it will benefit the customer as against the company, because a well satisfied

customer will do a return purchase, which invariably increases profit for the organisation on

the long run. Anything contrary to this is already a suspect to the survival of the organisation.

To justify this assertion, Evangelos Xevelonakis in 2005 conducted a study entitled

“Developing Retention Strategies based on Customer Profitability in Telecommunications:

An Empirical Study”, which found that telecommunications companies have fail to make

their customer relations programmes effective. This the researchers linked to the inability of

the customer relations programmes developers to develop effective customer strategies based

on customer profitability and that the best way to reduce loss of customers to rival companies

is to execute profitable campaigns, taking into account both customer risk and customer

profitability (Xevelonakis, 2005).

The study concluded that “the expected profitability of a campaign should not be the

only criterion that decides whether the campaign is carried out or not. Even an unprofitable

campaign might have a positive effect on the company‟s other products or services in the

future” (Xevelonakis, 2005, p. 240).

Uzoma Ewurum (2004) conducted another study entitled “Competitive Edge by

Innovation Management: A Study of the Nigerian Brewing Industry”, which “revealed that in

51

most of the participating organizations a structured mechanism for initiating, encouraging

and managing the process of innovation was very weak and in some cases nonexistent; a

situation where innovation and creativity were left to chance did not augur well for the

pursuit of profitability goals” (Ewurum, 2004, p. 70).

The researcher noted that “in today‟s world of intense competition and rapidly

changing consumer tastes, wants and values, no management worth its salt can afford to doze

or relax and hope that at the end of the day sales or profit targets will be realized. To stay

afloat in and relevant to the current fast changing market environment, management has to

continuously evolve means of developing products capable of creating sustainable value to

the customer and competitive advantage to the organization. This, it can only do by

constantly exploring and traversing by frontiers of innovation for new ideas, methods,

technology, and products that can give the much needed competitive edge” (Ewurum, 2004,

p. 60).

The study identified certain barriers that tended to stall efforts at innovation. These

include rigid adherence to rules, unsupportive leadership and pears, pseudo-democracy, job

insecurity, and corruption. An overwhelming majority of the participants agreed that dealing

with these handicaps would go a long way in improving innovative practice in the

organizations. The study also noted that there is need to instill in organization members the

tenets of best practice‟ and to develop core competencies in different fields that would

benefit the consumers. The study concluded that disciplined approach to creativity will go a

long way in encouraging members to embrace risk; and that a definite system of rewards for

creativity should be put in place as a means of tapping the innovative potentials of employees

(Ewurum, 2004).

52

In a related development, Sigala Marianna carried out a study in 2004 entitled

“Customer Relationship Management (CRM) Evaluation: Diffusing CRM Benefits into

Business Processes”, which also found that customer relations might be one of the fastest

growing management approaches being adopted across many organizations, but the

deployment of it for customer satisfaction has not always shown expected results. The

researcher noted that the “inability of CRM applications to deliver expected benefits has not

only intensified the validity of previous findings and claims regarding the ICT productivity

paradox, but it has also boosted current research” (Sigala, 2004, p. 1). The study concluded

that “despite the wide adoption of CRM applications in general but also in tourism and

hospitality firms in particular, several CRM projects have been reported to fail creating big

confusion regarding the business benefits and the success factors of CRM implementation”

(Sigala, 2004).

In another study conducted in 2008 entitled “An Empirical Study on the Integrated

Framework of e-CRM in Online Shopping: Evaluating the Relationships Among Perceived

Value, Satisfaction, and Trust Based on Customers' Perspectives” by Changsu Kim, Weihong

Zhao, and Kyung Hoon Ycmg, it was revealed that in online shopping, trust plays a crucially

intervening role between perceived value and customer satisfaction. The results demonstrate

that if the customer perceived the product or service to be true and that the seller is real and

not a fraudulent person, then the customer is likely to buy products, but that failure to achieve

this will engineer negative behaviour in the customer (Changsu, Weihong & Kyung, 2008).

The study concluded that “based on customers' cognitive experiences in online shopping, an

integrated e-CRM framework identifying a series of linkages among the main psychological

variables affecting customer commitment be instituted (Changsu, Weihong & Kyung, 2008).

53

Furthermore, a study entitled “An Empirical Study of Social Network Effects on

Customer Relationship Management” conducted by Loredana Di Pietro, Eleonora Pantano

and Vincenzo Corvello in 2012, revealed that Social network, which are widely used by

individuals, also have an effect on customer relationship management (CRM) systems:

Adding that social networks might be fully utilized as a value-adding tool in improving

customer relationship management. The researchers, therefore, suggested that social

networks and social network-mediated communication be employed by organisations to

better their customer relations strategies (Pietro, Pantano & Corvello, 2012).

2.12 Customer Contributions to Service Delivery

It has been argued that customers play vital roles in ensuring their own satisfaction

when relating with an organisation. It is said that an organisation can develop wonderful

customer relations programmes for the benefit of the consumer, but the consumer not

knowing exactly what to do to maximise these packages will end up limiting his/her level of

satisfaction enjoyed from the company. Few studies have tried to explain the workings of this

argument. One of these studies remarked that there are three basic ways consumers can

contribute to their level of satisfaction based on services/ product rendered by a company and

they include low level of participation, moderate level of participation and high level of

participation.

For instance, in 1997, Mary Jo Bitner, William T. Faranda, Amy R. Hubbert and

Valarie A. Zeithaml conducted a study entitled “Customer contributions and roles in service

delivery”, which revealed that “customer have great role to play in creating service outcomes

and ultimately enhancing or detracting from their own satisfaction and the value of service

received. This situation is truer especially for end consumer (like health care, education,

54

personal care, or legal services) or business consumers (like organizations purchasing

maintenance, insurance, computer consulting or training services). In all these areas, the

customers play a vital role in creating the quality of service they receive and ensuring their

own satisfaction (Bitner, Faranda, Hubbert & Zeithaml, 1997).

Bitner, Faranda, Hubbert and Zeithaml (1997) opined that the level of customer

participation required in a service experience varies across services. In some cases, all that is

required is the customer‟s physical presence (low level of participation), with the employees

of the firm doing all of the service production work, as in the case of a music concert. The

performer might be on stage but if the customer refuses to seat and listen, the full benefit of

the concert would be lost. In other cases, consumer inputs are required to aid the service

organization in creating the service (moderate level of participation). This input can come in

form of providing information, effort or physical possessions. All three of these inputs are

required by bankers when they want to prepare a client‟s loan packages effectively:

information in the form of company or business history, marital status and number of

dependents; effort from the client in putting the information together in a useful fashion; and

physical possessions such as receipts, past tax returns, etc.

In some situations, also, customers can actually be involved in co-creating the

service (high level of participation). In this case, the customer would be required to play a

major role in the level of satisfaction received. All forms of education, training and health

maintenance fit this profile. For example, studies, exercises, and eating the right foods), are

areas the service provider cannot effectively deliver the service outcome without the aid of

the consumer (Bitner, Faranda, Hubbert & Zeithaml, 1997).

55

2.13 Consumer Perception, Behaviour and Preference

The issue of consumer perception, behaviour and preference has occupied centre

stage in some national and international discourse. Some scholars have argued that the

perception of the consumers can influence their buying behaviour, while others have argued

that for such perception to influence the buying behaviour of the consumer many palliatives

and business physiology must be taken into consideration. Whether this influence occurs

directly or through the aid of other variables, the most important issue is that scholars have

spotted a kind of relationship between the three variables (perception, behaviour and

preference). In most cases, researchers have always focused on one of the variable, either

perception or preference or the combination of the variables.

Like in the case of Matthew W. Vail, Julia B. Earp, and Annie I. Ant´on, (2008) who

conducted a study on one of the variables, perception. In their study entitled “An Empirical

Study of Consumer Perceptions and Comprehension of Web Site Privacy Policies”, it was

revealed that users perceive typical, paragraph-form policies to be more secure than other

forms of policy representation, yet user comprehension of such paragraph-form policies is

poor as compared to other policy representations. The study was built on the mandate by the

U.S. legislation at both the federal and state levels that certain organizations should create

ways to inform customers about information regarding uses and disclosures. Such disclosures

are typically accomplished through privacy policies, both online and offline. Unfortunately,

the policies are not easy to comprehend, and as a result, online consumers frequently do not

read the policies provided at healthcare Web sites. The researchers noted that since these

policies are often required by law, they should be clear so that consumers are likely to read

56

them and to ensure that consumers can comprehend these policies (Vail, Earp & Ant´on,

2008).

Jerry. B. Gotlieb, and Dawn Langkamp Bolton (2000) conducted a study on “Three of

the Key Variables that Help Explain How Consumers develop their Perception of the Quality

of organizations Marketing Services”, which indicated that the quality of the organization‟s

advertising and the perception of boundary spanning personnel affect the perception of the

quality of an organization marketing services; and that physical contextual cues affected

consumers‟ perception of boundary spanning personnel. The study concluded that the process

through which customers develop their perception of the quality of an organization might be

less complex than the process that consumers use to develop their perception of service

quality (Gotlieb & Bolton, 2000).

Similarly, Rungtai Lin and Chia-Ling Chang in 2004 also conducted a study entitled

“A study of Consumer Perception in Innovative Product” which revealed that (1) specific

training in design has an influence on the innovative product form, (2) in all innovative

product categories, only the category of “me-too” can be distinguished from other innovative

product categories by all subjects whether they have a design background or not. The study

argued that with increasing global competition, innovative products are not merely desirable

for a company; rather, they are mandatory (Lin & Chang, 2004).

The result of this study can be summarized as follows: (1) in attributes of innovative

product forms, subjects with design background are more capable than those without design

background in distinguishing the differences from attributes connotations; (2) with regard to

stimulus samples of innovative productive forms, the two subject groups have similar

perceptions except for mobile phones; (3) with regard to innovative product categories, only

57

the category of “me-too” has intensive reactions that can distinguish by the two groups

consistently; (4) regardless of innovative product forms or categories, mobile phone is the

most disputable sample. The study concluded that the power of innovation forces designers

and managers to develop successful new products and services. For the designers, the

product is the most direct medium that connects the designer and the consumer, and

designer‟s creativity must be transferred through product design to consumers. For the

managers, successful innovative products should have clear and definite properties and target

markets, and an innovative product is commercial successful only when the product is

accepted by consumers (Lin & Chang, 2004).

Another study of interest is the one conducted by Subadra, Murugesan and Ganapathi

in 2010 entitled “Consumer perceptions and behaviour: A study with special reference to car

owners in Namakkal district”, which concludes that consumer behaviour plays a vital role in

marketing cars and there is more scope for extensive research in this area. The researchers

noted further that focus is shifting from product based marketing to need based marketing.

Consumers are given many options to decide (Subadra, Murugesan & Ganapathi, 2010).

On the issue of cconsumer behaviour, Szu-Ju Lin, Chao-Hua Li and Ching-Sing You

(2011) conducted a study entitled “Consumer behaviour and perception of marketing strategy

for amusement parks: A case study of Taiwan”. The study which sought to investigate how

marketing strategies influenced the tourists‟ consuming behaviours, used convenience

sampling to investigate the 1170 customers who had experienced in Janfusun Fancy World

Group in Central Taiwan.

The following findings were arrived at: (1) “Consumer‟s behaviours and perception

of marketing strategies have significant correlation: alternative evaluation before

58

consumption has a significant medium positive relationship with the price importance in the

marketing mix; (2) about the perception of a marketing mix, the price importance has the

highest positive relationship with the place importance; (3) Among demographic variables,

gender makes significant impact on consumer‟s choice of the security measures, traffic

convenience and price levels; and (4) age and living areas appear to have significant

differentiation in consumer‟s choice of price strategies and marketing activities” (Szu-Ju,

Chao-Hua and Ching-Sing, 2011, p. 4795).

On the issue of consumer preference, Syahlani, Rahmadi and Haryadi in 2005

conducted a study entitled “Brand Evaluation and Consumers' Preference Towards Pioneer

and Follower Brands: Empirical Study on Dairy Products”, the result indicated that

consumers are more likely to prefer the patronage of pioneer products that their competitors

in the market, meaning that in the face of competition, consumers are likely to buy the

product that came to the area first before considering other products.

In the same vein, in 2006, a research study entitled “Coca-Cola or Pepsi; that is the

Question - A study about different factors affecting consumer preferences” was conducted by

Eva-Lena Andersson, Evelina Arvidsson, and Cecilie Lindström. The study, which set out to

gain a deeper understanding of different international and local factors affecting consumer

preferences on a local market, based on the knowledge that it is vital that companies

differentiate themselves from competitors by creating even more powerful, entertaining and

innovative advertisement messages, as well as sponsoring different events e.g. the Coca-Cola

Company and Pepsi Company, concluded that international advertising and international

sponsorship respectively influence the local target group in different ways, but they also

59

affect international brand in that they have an impact on brand image and brand equity (Eva-

Lena, Evelina & Cecilie, 2006).

Sylva Ezema Kalu (2004) also carried out a study titled “An Analysis of the Factors

Affecting Customers‟ Choice of a Supermarket in Port Harcourt Metropolis”, which

evaluated the effects of a set of variables (location, layout, display, merchandise assortment,

price ranges and services) believed to have influenced the customers‟ choice of a

supermarket, and also measured the level of customer satisfaction/dissatisfaction with the set

of variables‟, as well as the future of „supermarketing‟ as a viable system of retail distribution

in port Harcourt.

The study concluded that this set of variables (location, layout, display, merchandise

assortment, price ranges and services) is within the perceived standard desired by

supermarket shoppers as they constitute the criteria taken into consideration when

patronizing a super market; given that variables analyses are subject to economic and

political stability. It was, therefore, recommended that management of supermarkets should

conduct a periodic survey of their customer life cycle and socio-economic status in order to

indentify how such factors are prioritized by supermarket customers (Kalu, 2004).

Furthermore, Longe Olumide Babatope and Longe Folake Adunni (2004) conducted

a study entitled “A Survey of User‟s Preference for Computer System Microprocessors in

Akure, Nigeria”, which revealed that most consumers “patronize trade names rather than the

performance of the processors even when a less popular processor can perform better, the

users still prefer household name. Processor choice is not also aligned with user‟s needs. As a

result of this, most users experience problems since the processors being used on their system

are not tailored to the demands being placed on them” (Babatope & Adunni, 2004).

60

The researchers recommended that system acquisition should be directed to qualified

personnel. Users should be open enough to tell system engineers the need to which their

system will be subjected. This will give the engineers the needed to which their system will

be subjected. This will give the engineer the needed information to be able to couple or

procure systems that will serve them best (Babatope & Adunni, 2004).

2.14 Theoretical framework

This study was built on two theories called theory of customer service and

satisfaction, and consumer perception theory.

2.14.1 Theory of Customer Service and Satisfaction

This theory was propounded by Walter Johnson in 2006. Johnson (2006) notes that

the theory of customer service and satisfaction is about retaining customers, adding that

loyalty remains the key element in business survival and that without a firm grasp on the

basic principles of customer service, a firm cannot survive. This is because only few people

want to do business with a firm that cares little about customers, their comfort and concerns.

The basic tenet of this theory is that firms that truly want to succeed in the

competitive market should take good care of their customer in order to retain their loyalty.

The theory is linked to Adam Smith's famous Wealth of Nations (1776), which made

customer service the centre of the basic theory of competition. Smith‟s view was that if the

owner of a firm wants to be successful, that person needs to be very involved with meeting

customer needs, or the customer will go elsewhere. Therefore, profit seeking firms,

regardless of their true motivation, are forced by the nature of the marketplace to treat

customers with respect and seek their loyalty and return business. Customer service,

61

therefore, can be said to be almost synonymous to customer loyalty and customer

satisfaction. These variables are linked in a continuum. Customer service is that which

creates customer satisfaction, and in turn, creates customer loyalty (Johnson, 2006). There

are five main features of customer service that leads to satisfaction. These features include:

62

The firm must be reliable in its services, such as deliveries. It must

be highly responsive to customer needs and, therefore, must strive to become flexible. The customer must be assured that the firm is

consistent in meeting needs and keeping its side of the bargain. Firm

staff must be empathetic with clients and customers, creating real

relationships and friendships to keep clients. Lastly, the "tangible" aspects of the firm must be in order. This includes the basic

appearance and atmosphere of the physical plant. It needs to stress

brightness, welcoming and warmth. It should be a comfortable place to do business (Johnson, 2006, para. 3).

Explaining further about this theory, Johnson (2006) opined that customer service

leads to customer loyalty and that this relationship can be exemplified in what customer

relations expert Maxine Kamin calls the "equation of fantastic service." The first step in the

equation is to greet the customer, making him feel welcome and at home, while the second

step is to determine the specific needs of the client. The third step is to make sure those needs

are met efficiently. The purpose here is to create a friendly and personal relationship that

provides positive associations between the customer and the establishment. Those met needs

need to be checked and rechecked to make sure nothing was left out. Finally, the last step in

the equation says "leaves the door open," making sure the client has an incentive to return.

When this process is complete, the benefit to the customer is a pleasant and efficient

experience, while the firm has just recruited a loyal customer.

Kamin (2002) relates customer service theory to the motivational theory of 1960 by

Douglas McGregor (theory X and theory Y). He also provided the fantastic serve equation

which is presented in the diagram below:

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The fantastic service Equation

Source: Kamin (2002)

The “Fantastic Service Equation (FSE) puts theoretical knowledge into practice”

(Kamin, 2002, p. 14). This equation help provide room for exceptional service both for

internal and external customers every time and it provides a simple way to remember the

essentials of good service.

Kamin (2002) as cited by Johnson (2006) holds that “the basic structure of customer

satisfaction is that the basics are seen first: the environment or the availability of help. These

are the first impressions that can colour the remainder of the experience. But once those

variables are taken care of, the customer then worries about more specific things such as the

reliability of the staff, price, friendliness and the possibility of maintenance after the

purchase. This will definitely make the customer‟s experience, to move from most general to

most specific issues” (para. 5).

Applying this theory, in 2002, Hom Willard conducted a study titled “Applying

customer satisfaction theory to community college planning of counselling services” which

Greeting Customer

+

Determining Needs

+

Meeting Needs

+

Making the Moment Memorable

+

Checking Results

+

Leaving the Door Open

=

Fantastic Service

64

reviewed some historical work on satisfaction research with the unique environment of

student services in two-year colleges. The study discussed three major points concerning the

application of customer satisfaction theory to community college planning of counselling

services, including: (1) defining student satisfaction; (2) adapting the customer satisfaction

model for student services; and (3) policy implications for using the customer satisfaction

model in student services at community colleges. The article also emphasizes that college

administrators should use the student satisfaction research as an improvement tool.

Therefore, this theory is relevant to the study under investigation because it helps

explain how telecommunication operators in the country can see customer relations as an

integral part of service delivery and profit maximisation. It holds that GSM operators should

develop a customer-oriented form of service delivery. By this, the customer will be the

central focus of the company‟s activities rather than profit maximisation. When operators

practice this form of service delivery technique, every other thing will begin to fall in place

for the firm, according to the theory. First, the customer will like to come back for a return

purchase or stick to a particular network, in the case of a telecomm company. Secondly, the

customer will believe so much in the company that he/she will not want to be persuaded by

another company that operate in the same competitive market. Thirdly, the customer will

even help the network company to advertise its services through referral procedures without

knowing, all because the customer is satisfied by the way he/she is been treated.

2.14.2 Consumer Perception Theory

The consumer perception theory is an integral part of perception theory. It is

enshrined in the idea that the perception of the consumers about a particular product or

service influences their behaviour. It applies the concept of sensory perception to marketing

65

and advertising, just as sensory perception relates to how humans perceive and process

sensory stimuli through their five senses. The major thrust of this theory relates to “how

individuals form opinions about companies and the merchandise they offer through the

purchases they make” (Blank, 2012, p.1). Similarly, Flamand (2011, para. 1) noted that

“consumer perception theory is any attempt to understand how a consumer‟s perception of a

product or service influences their behaviour”

The idea of consumer perception theory started in 1932 when some students at

Colgate University carried out a classical experiment on perception as it relates to marketing.

The researchers “used women‟s silk hose which were made by the same manufacturer and

were of the same style, colour and design” (Runyon, 1980, p.315). They packed the hose in

four identical boxes, using different soft perfume to different the identical hose in identical

boxes. The scents were so faint that less than 3 percent of the subjects consciously noticed

them. The researchers exposed the apparatus to 250 housewives and asked them to select the

pair that was the best quality. The result showed that the subtle influence of different scents

dramatically affected the housewives‟ perceptions of quality (Runyon, 1980).

This simply means that all perceptions are subjective and people in most cases do not

really see things the way they are, they only see things the way they choose to. This aspect of

perception was systematically exemplified by Lawrence Durrell in the Alexandria Quartet, a

tour de force of English literature. The Alexandria Quartet consists of four stories describing

the same events in the lives of a group of people in Alexandria, Egypt. Each story covers the

same time period and is told from the point of view of different character. “Justine, for whom

the first book is named, is a revolutionary; Balthazar, whose point of view is represented in

the second book, is a mystic; Mountolive, in the third book, is a diplomat and man-of-the-

66

world; and Clea, in the final volume, is an artist. Each story is dramatically different from the

rest. A question is raised by the Alexandria Quartet: What is the reality of the event that took

place? The curious answer is that there is no single reality, but four different realities because

the events were perceived differently by the four temperaments represented” (Runyon, 1980,

p. 317).

In general psychological terms, Flamand (2011, para. 2) averred that “perception is

the ability to make some kind of sense of reality from the external sensory stimuli to which

people are exposed. Several factors can influence perception, causing it to change in certain

ways. For example, repeated exposure to one kind of stimuli can either result to

oversensitivity or de-sensitivity to such stimuli. Additionally, the amount of attention focused

on something can cause a change in the perception of it”. Runyon (1980, p. 319) opined that

perception is the “process through which incoming stimuli are given meaning or the process

through which people make sense out of the world”. This process scholars have argued

begins with the stimulation of the sense receptors – eyes, ears, nose, skin, tongue, and

kinaesthetic receptors – by a pattern of energy. It is important to note that each receptor

transforms this energy into neural impulses that are received by the central nervous system as

sensations (Runyon, 1980, p. 318).

This theory is related to this study because it deals with how consumers build up their

opinion about a company based on the services or products of that company or any other

intervening concepts emanating from the company. On the other hand, this study deals with

how consumers perceive the customer relations packages of GSM operators in the country,

and how such perception is related to their preference for a particular network provider.

Based on the tenet of this theory, it means that as the consumer interact with the world

67

around him or her, he/she development certain properties that enable him/her to perceive a

particular product or services of the GSM companies in the country. This opinion would have

to be influenced by the dealings some of these consumers might have due to their patronage

of these companies. Based on this opinion, the behaviour of the consumer can be altered in

subsequent dealings or transactions. If satisfied, the consumer can decide to make a return

purchase, but if otherwise, the products and services of competitors might be a way out.

68

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CHAPTER THREE

METHODOLOGY

3.1 Research Design

This study adopted the triangulation approach to research design. It combined

triangulation mixed method and correlational research design. These research designs were

very important to this work because they addressed the various research questions raised in

the study. The triangulation mixed method design was used to answer research question one,

two, three and four (1, 2, 3 and 4). This was because these questions dealt with eliciting

information from the people and required the use of questionnaire and interview instruments.

The correlational research design, however, was used to handle research question five (5),

because the question required the establishment of a relationship between consumers‟

opinions of customer relations programmes and consumers‟ preference.

The triangulation mixed method design is a method that allows for the collection of

data in both quantitative and qualitative manner. The advantage of this method is that “the

researcher gathers both quantitative and qualitative data; compares result from the analysis of

both data and make an interpretation as to whether the result from both data support or

contradicts each other” (Creswell, 2002: 565).

According to Creswell (2002: 564-565), “the purpose of a triangulation mixed

method is to simultaneously collect both quantitative and qualitative data, merge the data and

use the result to best understand a research problem. A basic rationale for this design is that

one data collection form supplies strength to offset the weaknesses of the other form”.

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In gathering quantitative and qualitative data which is the first approach in

triangulation mixed method, the survey of people‟s opinion was conducted. This involved the

use of questionnaire and interview instruments. While questionnaire helped in generating

quantitative data, interview was used to generate qualitative data because “the one-on-one

interview format seemed more likely to produce deeper insights into the respondent‟s life

than a group discussion would have. …The interview is judged as a practical way of gaining

insight into the consumers‟ world” (Arantola, 2002: 26).

On the other hand, correlational research design provides an opportunity for a

researcher(s) to predict or explain the relationships that exist between or among variables. In

this study the researcher explained the outcome of variables. The reason for selecting this

research design is that it provides the opportunity for the researcher to compare the

relationship that exists between consumers‟ perception of operators‟ customer relations and

consumers‟ preference for a particular network provider. Using the correlation coefficient

statistics present in the design, establishing the relationship that exist between variables

became possible.

3.2 Population of the Study

The population of the service consumers (telecom subscribers) of GSM companies in

the South-Eastern part of Nigeria as provided by Smsshop247 (2012) citing Nigerian

Communication Commission (NCC), as at December 2011, was 8, 607 446 subscribers.

From the table provided below, the researcher added the population of subscribers from the

five states that make-up the South-East region of the country to arrive at 8, 607 446. The

choice of south-eastern subscribers as the study population is because they are the ones that

76

can really tell how they perceive the operations of the GSM providers in south-eastern part of

the country. The table below gives a clear picture of telephone subscribers in the eastern

region.

Table 1: Quarterly Summary of Telecoms Subscribers in South-eastern Nigeria (March

2011 – December 2011)

States Number of subscribers

Abia 1, 538 823

Anambra 2, 479 925

Ebonyi 1, 280 148

Enugu 1, 765 378

Imo 1, 543 172

Total 8, 607 446

Source: http://smsshop247.blogspot.com/

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Table 2: Quarterly Summary of Telecoms Subscribers in Nigeria (March 2011 –

December 2011)

Source: http://smsshop247.blogspot.com/

The population of this study reflected households in urban and rural wards as

stipulated by the Independent National Electoral Commission (INEC).

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Considering the research method used here (triangulation mixed method), information

collected from the four corporate users of GSM services in the state capitals of the five

eastern states, through interviews, stood for the qualitative data in the study. The population

of those interviewed amounted to twenty (20) corporate users of GSM services in the

country.

3.3 Sample size

To determine the consumers sample size of this study, in relation to the triangulation

mixed method design that was used in this work, the Australian Calculator provided by the

National Statistical Service was used (http://www.nss.gov.au/nss/home.nsf/). It is important

to note that this calculator allowed for a simple random sampling procedure. Using a

confidence level of 95%, proportion of 0.5 and confidence interval of 0.05, the population

figure was supplied for the calculation.

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Calculating the Sample Size

Figures received after calculation

Determine Sample Size

Confidence Level: 95%

Population Size: 8607446

Proportion: 0.5

Confidence Interval: 0.05

Upper 0.55000

Lower 0.45000

Standard Error 0.02551

Relative Standard Error 5.10

Sample Size: 385

From this calculation, it is given that the basic sample size of the study is 385.

However, NSS (2012: para. 8) averred that “the sample size required to be selected from

your population will need to take into account the number of individuals or groups that will

not respond to your survey. For example, if the sample size calculator indicates that you need

a sample size of 500 and from past experience the number of individuals or groups that has

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responded to your survey has been 50 percent then the total sample required from the

population would be 1000”. This simply means that an over sampling calculation is required.

Bertlett, Kotrlik and Higgins (2001: 46) citing Salkind (1997: 107), Fink (1995: 36)

and Cochran (1977: 396) recommended oversampling when they noted that “if you are

mailing out surveys or questionnaires… count on increasing your sample size by 40% - 50%

to account for lost mails and uncooperative subjects”. Bertlett, Kotrlik and Higgins (2001:

46) further opined that “if the researcher decides to use oversampling, let him estimate the

response rate as a means of calculating for it”. To calculate for the oversampling procedure, a

response rate estimate of 70% was adopted. The calculation for the contingency is presented

below:

Minimum sample size

n2 = ----------------------------

Anticipated response rate

Where anticipated return rate = 70%.

Where n2 = sample size adjusted for response rate.

Where minimum sample size = 385.

Therefore:

Minimum sample size 385

n2 = -------------------------- = --------

Anticipated response rate 70%

n2 = 385/.70 = 550

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The sample size for this study, in relation to the service consumers for the generation

of quantitative data (questionnaire), was 550 respondents, while that of the corporate users,

for the generation of qualitative data, was 20 respondents.

3.4 Sampling Techniques

Gwinner et al. (1998) cited in Arantola (2002: 31) “conducted a two-phase research

design with 21 in-depth interviews and a survey of 300 respondents”. Similarly, the

triangulation mixed method aspect of this study conducted a two-phase design of 20

interviews and survey of 550 respondents.

Sampling for Questionnaire Distribution

The sampling procedure that was used here is the multi stage, simple random, and

purposive sampling techniques. The South-East Nigeria as a region has five states. These

states were sampled for the study. The choice of these states, apart from the fact that they

make up the five states in the south-east zone, was as a result of their strategic positions in

the country and their high commercial and network activities.

Stage one

The five states in the south-east have a sample frame of ninety-five (95) Local

Government Areas (LGAs). These local governments were grouped into urban and rural

LGAs. From the urban and rural LGAs, one local government was randomly selected each

from the two groups, with only two local governments selected randomly from each of the

states. That is, one local government from the urban and the other from the rural, both

representing each of the states.

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Stage two

This stage has to do with the selection of wards from the selected local governments

representing each of the states. In general, the sample frame of the wards in the south-east

amounted to 1,237 wards. But the selected ten (10) local governments have a sample frame

of 132 wards. From this 132 sample frame, a random selection of fifty-five (55) wards were

selected without replacement by randomly selecting eleven (11) wards from the list of wards

provided by the Independent National Electoral Commission (INEC) in each of the states (for

details of the wards in the five eastern states see appendix IV).

To calculate for the number of wards selected, the following formula was used: a =

k/r, where k = fixed number of households to be sampled, (in this case, one person per each

household amounted to a sample size of 550 persons or households), while r = the number of

households or persons to be selected from each ward. In line with the number of housing

units used in the National Bureau of Statistics (NBS) Core Welfare Indicators Questionnaire

(CWIQ) survey which was 10 housing units per ward, thus, the value of r in the formula is 10

(National Communications Commission, (Inception Report), 2012: 12). From the formula, a

= k/r = 550/10 = 55.

From the sample size of 550 people, 55 wards in the eastern region with 10

households or persons that was selected from each of the wards, it is obvious that eleven (11)

wards were studied in each of the selected states. The number of wards selected from each

selected state was gotten by dividing 55 wards by 5 states (55/5 = 11). Since there are more

telecommunication users in the urban areas than the rural areas, the selection of wards from

each state was done based on a proportion of 75% urban to 25% rural. This meant 8 wards

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(75 × 11 / 100 = 8.25) from the urban areas and 3 wards (25 × 11 / 100 = 2.75) from the rural

areas.

Stage three

Therefore, using a purposive sampling technique of 10 households/persons per ward,

a total of 110 households/persons (10 × 11 = 110) was studied in each selected state resulting

to 80 urban dwellers and 30 rural dwellers. Thus, a sample of 550 (110 × 5)

households/persons constituted the sample size of the study with the delineation of the wards

collected from INEC. See table 3 below.

Table 3: The Sampling Techniques for service consumers

Geo-

politica

l zone

States

in the

zones

Local

Government

selected

Names of the political

wards selected

Number

of wards

per

selected

states

Numbers of

households

per selected

states

Urban Rural Urban Rural

South-

East

Abia Umuahi

a North

Umu-

nneoch

i

Ibeku East I,

Ndume,

Umuahia

Urban I,

Afugiri,

Isingwu,

Nkwoachara,

Nkwoegwu

and

Umuahia

Urban II.

Amuda,

Ezin

Godo and

Umuaku

11 110

Anambr

a

Onitsaha

North

Idemili

south

GRA,

Ogbe

umuonicha,

Trans Nkisi,

Inland Town

I,

Inland Town

II,

Alor I,

Nnobi I,

and

Ojoto

11 110

84

Inland Town

III,

Inland Town

IV and Inland

Town V

Eboyi Abakali

ki

Izzi Abakpa,

edda, Izzi

unuhu,

Ndiagu,

Amagu

Unuhu,

Amachi

(Ndegu),

Amagu

(Enyigba),

and

Azuiyiudene

layout

Agbaja

Mgbo,

Ezza

Inyimagu

Igbuhu,

And

Igeagu

III.

11 110

Enugu Enugu-

East

Igbo-

Eze

North

Abakpa I,

Umuenwene,

Amorji,

Mbuluiyiukw

u,

Mbuluowehe,

Mbulu-Njodo

West,

Umuochigbo

and

Trans ekulu

Essodo,

Umuitod

o, and

Umuozzi

I.

11 110

Imo Owerri-

Urban

Onuim

o

Azuzi I,

Azuzi II,

Aladinma I,

Aladinma II,

Ikenegbu I,

Ikenegbu II,

G.R.A, and

New Owerri

I.

Ezelu,

Eziama

and

Umuna.

11 110

Total 55 550

One hundred and ten (110) copies of the questionnaire were distributed in each of the

states. In all, 550 (110 × 5 = 550) copies of the questionnaire were distributed.

85

Sampling for Interview Respondents

Judgement sampling technique was used to select respondents for interview.

Respondents were selected from the state capitals of the five eastern states, with four

interview consumers selected from each state capital in the south-east zone. In all, 20

corporate consumers were selected from the five (5) states. The selection was made to meet

the theoretical criteria presented in the table below; because the selection is based on these

criteria, hence the judgement sampling procedure. The theoretical criteria were based on the

fact that the corporate consumers should reside in the state capital of the involved states,

should be a corporate user (a company that uses GSM services e.g. cyber café, business, non-

governmental organisations etc.) and should buy services in bulk.

Table 4: Interview sampling criteria

Criterion Motivation

Location Interview consumers should reside in state

capitals. The state capitals are places where

the companies can really make good use of

the services provided by the companies.

Corporate users This means that the interview consumer

should be a company and must be using the

services of the GSM providers as a company.

To qualify for interview, the company must

be using the services as a company e.g. cyber

café, nongovernmental organisation, etc.

Bulk buy/use of services Service consumers must be users of GSM

services in bulk. This means that they have to

be buyers of bulk packages of GSM services.

Based on these criteria, 20 corporate users of GSM services were selected from the

five eastern states.

86

3.5 Instruments of Data Collection

This study used two instruments of data collection and one analytical technique

namely; questionnaire, interview and Pearson correlation coefficient statistical technique.

While questionnaire and interview are data collection instruments, the Pearson r correlation

coefficient statistical technique is an analytical tool.

The questionnaire instrument had two sections: the demographic and psychographic

sections. The demographic section was used to elicit information about the bio-data of the

respondents while the psychographic section focused on the research questions. The same

questionnaire was used across the south-east in order to standardise the responses elicited.

The questionnaire was drafted in simple sentences and it made use of close ended questions

in order to give the respondents proper guide to field in responses to the questions.

The interview instrument on the other hand, was drafted in simple language and

designed as a semi-structured interview. Arantola (2002: 26) noted that “a semi-structured

interview may have a general topic and themes, as well as specific questions with a

predetermined sequence, but the interviewer is free to pursue emergent topics and change the

order as the situation dictates, which is not possible in a structured interview”. The interview

instrument was administered on the corporate users of GSM services in the south-eastern part

of the country.

The Pearson correlation coefficient statistical technique was used as a research

instrument in checking for the relationships that existed between the variables that the

researcher under studied.

87

3.6 Method of Administering Instrument

The questionnaire instrument was administered with the help of four trained research

assistants. These research assistants were graduate students of the Department of Mass

Communication, University of Nigeria, Nsukka. They were trained for the purpose of the

study. The training process lasted for seven days. How to go about administering the

instrument was discussed for two (2) hours each day. In the course of the training sessions,

the research assistants were asked to conduct a mock administration of the instrument to see

how at home they were with what they have learnt about the study. The research assistants

were able to get the gist of the study after several corrections. Each of the research assistants

were made up of people who were familiar with the selected states (that is to say, they were

purposely selected to aid the study). The researcher mobilised them financially to help in the

administration of the questionnaire. While the trained researchers took care of other states in

the south-eastern region, the researcher handled Enugu state. The research assistants were

given four weeks to collect and return the filled instruments. As for the respondents, a

response window of three weeks was given to them to complete the questionnaire.

3.7 Validity/Reliability of Study

The validity of the questionnaire instrument was done using face validity technique.

The instrument was given to the project supervisor, two communication scholars who are

senior lecturers in the Department of Mass Communication, University of Nigeria, Nsukka

and a Statistician. First it was tested if the items in the questionnaire are related to the topic

under consideration and whether they actually provide answers to the questions raised in the

88

study. It was also tested for clarity and ambiguity. Their corrections were accepted and

modification made to the instruments.

As for the reliability of the study instrument (questionnaire), a test-retest approach

was adopted. First, a pre-test was conducted in two wards in Enugu state (one ward from

Enugu capital (urban) and the other ward from Nsukka (rural)). A total of 25 respondents

were drawn from the selected wards for this purpose. The reason was to determine whether

the responses were in line with the required result expected from the instrument. The pilot

study was done after the questionnaire had been validated by the experts earlier mentioned.

The instrument was administered to the respondents twice and the data collected was

correlated to see if they meet the expected reliability rate. After the first instrument had been

administered to the respondents, an interval of one week was given for the re-administration

of the instrument. This time, some questions on the questionnaire were changed and few

other questions added but all the key questions that were present in the first administration of

instrument and addressed the research questions were not changed. This was done to prevent

the respondents from identifying the instrument as something they filled before. The data got

from the field was then subjected to the main reliability test using Pearsons r correlational

coefficient statistical procedure. The formula for calculating r is as follows:

Here, X refers to the frequency figure on variable X, and Y is a frequency figure on

variable Y. The respective figures as presented in table 6 below shows that audience

89

perception in first administration is represented with X variable, while audience perception in

second administration of instrument is represented with Y variable. The value of N in the

formula indicated the number of subjects measured on both variables.

Table 5: Calculating reliability

Number of scale

measurement

Frequency of audience

perception (1st test )

X

Frequency of audience

perception (2nd

test )

Y

(XY)

(N) (X) X2 (Y) Y

2 (XY)

01 9 81 8 64 72

02 5 25 5 25 25

02 3 9 3 9 9

04 6 36 6 36 36

05 2 4 3 9 6

From the table above:

N = 5, ∑X = 25, ∑Y = 25, ∑XY = 148

∑ X2 = 155, ∑ Y

2 = 143

(∑X)2 = 625, (∑Y)

2 = 625

Computation:

90

Again, in the test of reliability using correlational coefficient, Osuala (2005, p. 149)

fathomed that “high reliability is indicated by a high correlation coefficient. It is difficult to

say how high the correlation should be before accepting the measure as reliable but for most

measures the correlation would probably be at least + 0.80”. Since the test-retest result shows

a correlation coefficient of 0.99, it means that the reliability of the instrument is very high.

3.8 Method of Data Presentation and Analysis

The data generated from the use of questionnaire were presented using simple

frequency distribution tables, percentages and numbers, and bar charts to ascertain

consumers‟ perception of the customer relations packages of the mobile GSM operators in

the country, while interviews from the corporate users were presented qualitatively.

The Pearson correlation coefficient statistical technique was used to ascertain the

relationships that exist between the opinions of consumers on the customer relations

programmes of GSM operators and its influence on consumers‟ preference. In analysing this

relationship, the researcher looked at the form of relationship, the degree of relationship and

the direction of the relationship.

91

The hypotheses were tested using regression analysis and Pearson correlation

coefficient technique which enabled the researcher to know the relationship that exists

between the dependent and independent variables in the hypotheses drawn.

92

REFERENCES

Arantola, H. (2002). Relationship drivers in providers – consumer relationship: Empirical

studies of customer loyalty programs. Retrieved April 30, from

http://helda.helsinki.fi/bitstream/handle/10227/85/111-951-555-761-

5.pdf?sequence=2

Bertlett, J. E., Kotrlik, J. W. & Higgins, C. C. (2001). Organisational research: Determining

appropriate sample size in survey research. Information Technology, Learning and

Performance Journal. Vol. 19, No. 1, pp. 43-50.

Creswell, J. (2002). Educational research: Planning, conducting, and evaluating quantitative

and qualitative research. New Jersey: Pearson Education Inc.

Fink, A. (1995). The survey handbook. Thousand Oaks, CA: Sage Publications.

National Statistical Service (2012). Sample size calculator. Retrieved April 30, from

http://www.nss.gov.au/nss/home.nsf/NSS/0A4A642C712719DCCA2571AB00243D

C6?opendocument

Osuala, E. C. (2005). Introduction to research methodology (3rd

ed.). Onitsha: Africana-First

Publishers Limited.

Salkind, N. J. (1997). Exploring research (3rd

ed.). Upper Saddle River, NJ: Prentice Hall.

Smsshop247 (2012). Number of subscribers by State. Retrieved May 1, from

http://smsshop247.blogspot.com/

93

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

In this chapter, the data gathered from the field were presented in tables and bar

charts. The “bar chart displays the count for each distinct value or category as a separate bar,

allowing for the comparison of categories visually. The height of each bar is the count of

values of a quantitative variable falling within the interval” (SPSS, version 15, Frequency

Interpretation). The analyses, however, were done in two ways; quantitatively and

qualitatively.

4.1 Description of Methodology

This study adopted the triangulation approach to research design, which combined

triangulation mixed method and correlational research design. These research designs were

very important to this study because they addressed the various research questions raised in

the work. The triangulation mixed method design was used to answer research questions one,

two, three and four (1, 2, 3 and 4), because these questions dealt with eliciting information

from the people and required both quantitative and qualitative approach. The correlational

research design, however, was used to handle research question five (5), because it dealt with

the establishment of a relationship between consumers‟ perception of GSM operators‟

customer relations packages and consumers‟ preference for a particular GSM provider.

The population of the service consumers of GSM companies in the South-East,

Nigeria, as provided by the Nigerian Communication Commission (NCC), as at December

2011, was 8, 607 446 subscribers. Considering the use of triangulation mixed method,

information collected from the selected corporate users of GSM services from the state

94

capitals of the eastern region, through interviews, stood for the qualitative data in the study.

In determining the service consumers sample size of the study, in relation to the triangulation

mixed method design used in this work, the Australian Calculator provided by the National

Statistical Service was used and the result got was 550 respondents.

The sampling procedures used in this study were the multi stage, simple random and

purposive sampling techniques. One hundred and ten (110) copies of the questionnaire were

distributed in each of the states in the south-east. In all, 550 (110 × 5 = 550) copies of the

questionnaire were distributed. From the state capitals of the states in the eastern region of

the country, four corporate users of GSM services were purposively selected for interview. In

all, the researcher interviewed 20 persons. Their responses constituted the qualitative aspect

of data analysis.

This study used two data collection instruments and one analytical technique namely;

questionnaire and interview, with Pearson correlation coefficient statistical technique. The

data collection instruments were face validated by the project supervisor, three

communication scholars who are senior lecturers in the Department of Mass Communication,

and a statistician; all from University of Nigeria, Nsukka. In the case of reliability, test-retest

approach was used.

The data generated from the use of questionnaire were presented using simple

frequency distribution tables, percentages and numbers; as well as bar charts to ascertain

consumers‟ perception of the customer relations packages of GSM operators in the country,

while interview was presented qualitatively. The Pearson correlation coefficient statistical

technique was used to ascertain the relationships that exist between the perception of

95

consumers on the customer relations programmes of GSM operators and its influence on

consumers‟ preference. In analysing this relationship, the researcher looked at the form of

relationship, the degree of relationship and the direction of the relationship. The hypotheses

raised were tested using regression analysis and Pearson correlation coefficient technique

which enabled the researcher to know the relationship that existed between the dependent

and independent variables in the hypotheses drawn.

4.2 Quantitative Analysis (Section A: Triangulation Mixed Method Analysis)

This segment addressed the triangulation mixed method design of the study. It was

used to answer research question one, two, three and four (1, 2, 3 and 4). This is because

these questions dealt with eliciting information from the people and required the use of

questionnaire and interview. Information was elicited from service consumers and corporate

users of network services.

The sample size for the service consumer aspect of the study was 550. This means

that 550 copies of the questionnaire were distributed to the respondents for response

purposes. In all, 526 copies of the questionnaire were returned and used. This gave a return

rate of 95.6% and a loss of 4.4%. The demographic aspect of the respondents is presented

below.

4.2.1 Demographic Data

To analyse the demographic data, items number 1, 2, 3, 4 and 5 on the questionnaire

were presented and analysed

96

Table 6

Sex of Respondents

285 54.2 54.2 54.2

241 45.8 45.8 100.0

526 100.0 100.0

Male

Female

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 1

Sex of Respondents

FemaleMale

Fre

qu

en

cy

300

200

100

0

Sex of Respondents

Table 6 and figure 1 above present the distribution of respondents‟ sex. From the

table, 285 amounting to (54.2%) respondents are male while 241 (45.8%) respondents are

female.

This result shows that there are more male than female in the sample studied,

considering the fact that 54.2% of the respondents were male.

97

Table 7

Age of Respondents

6 1.1 1.1 1.1

212 40.3 40.3 41.4

183 34.8 34.8 76.2

119 22.6 22.6 98.9

6 1.1 1.1 100.0

526 100.0 100.0

Less than 18

18-30

31-40

41-50

Over 60

Total

ValidFrequency Percent Valid Percent

Cumulat iv ePercent

Figure 2

Age of Respondents

Over 6041-5031-4018-30Less than 18

Fre

qu

ency

250

200

150

100

50

0

Age of Respondents

From table 7 and figure 2 above, 6 (1.1%) respondents fall below 18 years, while 212

(40.3%) respondents fall within 18 – 30 years of age. Whereas 183 (34.8%) and 119 (22.6%)

respondents fall within the age categories of 31 – 40 and 41- 50 respectively. However, 6

(1.1%) respondents fall within the age bracket of 51 years and above.

The analysis indicate that majority of the people that fielded responses are young as

212 amounting to (40.3%) respondents fall within 18 – 30 years of age. This means that

98

majority of the respondents are within the prime age of active service and complete vigour to

life endeavours.

Table 8

Marital Status

339 64.4 64.4 64.4

176 33.5 33.5 97.9

2 .4 .4 98.3

2 .4 .4 98.7

7 1.3 1.3 100.0

526 100.0 100.0

Single

Married

Seperated

Divorced

Widowed

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 3

Marital Status

WidowedDivorcedSeperatedMarriedSingle

Fre

qu

en

cy

400

300

200

100

0

Marital Status

The table and figure above indicate that 339 (64.4%) respondents are single, while

176 (33.5%) are married. However, 2 (0.4) and 2 (0.4) respondents are separated and

divorced respectively, whereas, 7 (1.3%) respondents are widowed.

This means that over 60% of the respondents are single.

99

Table 9

Educational Qualification of Respondents

45 8.6 8.6 8.6

106 20.2 20.2 28.7

143 27.2 27.2 55.9

190 36.1 36.1 92.0

42 8.0 8.0 100.0

526 100.0 100.0

None

Primary

Secondary

Tertiary

Post Tertiary

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 4

Educational Qualification of Respondents

Post TertiaryTertiarySecondaryPrimaryNone

Freq

uenc

y

200

150

100

50

0

Educational Qualification of Respondents

From table 9 and figure 4 above, 45 of the respondents amounting to 8.6% do not

have any educational qualification, 106 (20.2) respondents, on the other hand, have primary

school living certificate, 143 (27.2) respondents are secondary school certificate holders,

while 190 (36.1) respondents are graduates from ether polytechnics, collages of education, or

university. However, 42 (8.0%) respondents are post tertiary certificate holders.

100

This means that most of the respondents are graduates of either polytechnics, collages

of education, or university, as they constitute 36.1% of the respondents which is the highest

percentage of the distribution.

Table 10

Occupation of Respondents

168 31.9 31.9 31.9

85 16.2 16.2 48.1

97 18.4 18.4 66.5

176 33.5 33.5 100.0

526 100.0 100.0

Public Sector Employee

Pivate Sector Employee

Self Employed

Full-time Student

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 5

Occupation of Respondents

Full-time StudentSelf Employed Pivate Sector EmployeePublic Sector Employee

Freq

uenc

y

200

150

100

50

0

Occupation of Respondents

The table 10 and figure 5 above is a distribution of the occupation of the respondents

who responded to the questionnaire and it indicated that 168 (31.9%) and 85 (16.2)

101

respondents are public sector employees and private sector employees respectively, while 97

(18.4%) and 176 (33.5) respondents are self employed and full-time students respectively.

This means that majority of the respondents were students as they constitute 33.5% of

the distribution which happened to be the highest percentage.

Summary of Demographic Data

The analysis of demographic data revealed that there are more male than female in

the sample studied, considering the fact that 54.2% of the respondents were male. It was also

revealed that majority of the people that fielded responses are young as 212 amounting to

(40.3%) respondents fall within 18 – 30 years of age, which was the highest in the

distribution. It was also found that over 60% of the respondents are single. Furthermore, the

study found that most of the respondents are graduates of either polytechnics, collages of

education, or university, as they constitute 36.1% of the respondents which is the highest

percentage of the distribution and that majority of the respondents were students as they

constitute 33.5% of the distribution which happened to be the highest percentage.

102

4.2.2 Analysis of Respondents Disposition to GSM usage

To analyse this variable, items number 6 and 7 on the questionnaire were employed

for this purpose.

Table 11

Which of the network you subscribe to do you use as a regular line?

132 25.1 25.1 25.1

169 32.1 32.1 57.2

41 7.8 7.8 65.0

184 35.0 35.0 100.0

526 100.0 100.0

Etisalat

Globacom

Airtel

MTN

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 6

Which of the network you subscribe to do you use as a regular line?

MTNAirtelGlobacomEtisalat

Freq

uenc

y

200

150

100

50

0

Which of the network you subscribe to do you use as a regular line?

From table 11 and figure 6 above, 132 of the respondents amounting to 25.1% use

Etisalat as their regular line, 169 (32.1%) respondents, on the other hand, use Globacom, 41

(7.8%) respondents are Airtel users, while 184 (35%) respondents use MTN as their regular

line.

103

This means that most of the respondents used MTN as their regular line because 35%

of the respondents voted in that line.

Table 12

Which of the network you subscribe to do you use as an alternative

line?

174 33.1 33.1 33.1

102 19.4 19.4 52.5

162 30.8 30.8 83.3

88 16.7 16.7 100.0

526 100.0 100.0

Etisalat

Globacom

Airtel

MTN

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 7

Which of the network you subscribe to do you use as an alternative line?

MTNAirtelGlobacomEtisalat

Fre

qu

ency

200

150

100

50

0

Which of the network you subscribe to do you use as an alternative line?

The table 12 and figure 7 above presents the alternative lines used by the service

consumers. From the table, it became obvious that 174 (33.1%) and 102 (19.4%) respondents

use Etisalat and Globacom respectively as their alternative lines, while 162 (30.8%) and 88

(16.7%) respondents use Airtel and MTN.

104

Invariably, the result showed that 33.1% of the respondents used Etisalat as their

alternative lines.

Table 13

Of these telephone lines that you currently use their services, which one

specifically do you use its services for most of your calls?

187 35.6 35.6 35.6

84 16.0 16.0 51.5

63 12.0 12.0 63.5

192 36.5 36.5 100.0

526 100.0 100.0

Etisalat

Globacom

Airtel

MTN

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 8

Of these telephone lines that you currently use their services, which one

specifically do you use its services for most of your calls?

MTNAirtelGlobacomEtisalat

Fre

qu

ency

200

150

100

50

0

Of these telephone lines that you currently use their services, which one

specifically do you use its services for most of your calls?

The table and figures (13, 8) above presents the particular network respondents use

for most of their calls. From the table, 187 (35.6%) and 84 (16%) respondents use Etisalat

105

and Globacom respectively for most of their calls, while 63 (12%) and 192 (36.5%)

respondents use Airtel and MTN for most of their calls.

This analysis showed that MTN was the network service used most by respondents

for most of their calls because 36.5% of the respondents which is basically the highest

percentage in the distribution indicated that they used the network for most of their calls.

Summary of the analysis of respondents’ disposition to GSM usage

The analysis of respondents‟ disposition towards GSM usage revealed that most of

the respondents used MTN as their regular line because 35% of the respondents responded in

that regards; and that 33.1% of the respondents used Etisalat as their alternative lines. The

study further revealed that MTN was the network service used most by respondents for most

of their calls because 36.5% of the respondents which was basically the highest percentage in

the distribution indicated that they used the network for most of their calls.

106

4.2.3 Research Question One: What is the awareness level of consumers on the

customer relations packages of GSM operators’ in the country?

To respond to this research question, item number 8 on the questionnaire was

analysed for this purpose.

Table 14

What is your level of awareness?

Frequency Percent Valid Percent Cumulative

Percent

Valid Very High 195 37.0 37.1 37.1

High 269 51.0 51.1 88.2

Low 2 .4 .4 88.6

Very Low 4 .8 .8 89.4

No opinion 56 10.6 10.6 100.0

Total 526 99.8 100.0

Missing System 1 .2

Total 527 100.0

Figure 9

What is your level of awareness?

No opinion Very LowLowHighVery High

Fre

qu

en

cy

300

200

100

0

What is your level of awareness?

107

Table 14 and figure 9 above present respondents‟ level of awareness of the customer

relations packages of GSM companies in the country. The table indicates that 196 (37.1%) of

the respondents have very high awareness level of the customer care packages of GSM

operators in the country, while 269 (51.1%) respondents opined they have high awareness

level of the customer care packages of GSM operators in the country. However, 56 (10.6%)

respondents said they have no opinion of the level of their awareness of customer relations

packages of GSM companies in the country. However, 2 (0.4%) and 4 (0.8%) respondent

opined that they have low and very low awareness level respectively of the customer care

packages of GSM providers in the country.

This means that over 51% of the sampled population of the study had high level

awareness of the customer care packages of GSM providers in the country.

Summary of research question one

The analysis of research question two revealed that 51.1% of the sampled population

had high level awareness of the customer care packages of these GSM providers in the

country.

108

4.2.4 Research Question Two: How accessible are these customer relations

packages to the consumers?

To answer this research question, item number 10 on the questionnaire was analysed

for this purpose.

Table 15 How accessible is this customer care package (Walk-in-centre) to you?

Frequency Percent Valid Percent Cumulative

Percent

Valid Very accessible 288 54.6 54.8 54.8

Accessible 192 36.4 36.5 91.3

Less accessible 36 6.8 6.8 98.1

Not accessible 5 .9 1.0 99.0

No opinion 5 .9 1.0 100.0

Total 526 99.8 100.0

Missing System 1 .2

Total 527 100.0

Figure 10

How acessible is this customer care package (Walk-in-centres) to you?

No opinion Not accessibleLess accessibleAccessibleVery accessible

Fre

qu

en

cy

300

200

100

0

How acessible is this customer care package (Walk-in-centres) to you?

109

Table 15 and figure 10 above present the level of accessibility of respondents to

various customer care packages of GSM operators in the country. The table indicates that

288 (54.8%) of the respondents said that walk-in centres are very accessible, while 192

(36.5%) of the respondents noted that walk-in centres are accessible. However, 36 (6.8%) of

the respondents pointed out that walk-in centres are less accessible. Whereas, 5 (1%) and 5

(1%) respondents stated that walk-in centres are not accessible and indifferent respectively.

This means that 54.8% of the sampled population of the study remarked that walk-in

centres are very accessible to customers.

Table 16

How acessible is this customer care package (Help line/Customer direct line) to

you?

273 51.8 51.9 51.9

205 38.9 39.0 90.9

42 8.0 8.0 98.9

1 .2 .2 99.0

5 .9 1.0 100.0

526 99.8 100.0

1 .2

527 100.0

Very accessible

Accessible

Less accessible

Not accessible

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

110

Figure 11

How acessible is this customer care package (Help line/Customer direct line)

to you?

No opinionNot accessibleLess accessible AccessibleVery accessible

Fre

qu

en

cy

300

200

100

0

How acessible is this customer care package (Help line/Customer direct line)

to you?

In table 16 and figure 11 above, the level of accessibility of respondents to various

customer care packages of GSM operators in the country, in respect to help lines, was

analysed. The table indicates that 273 (51.7%) of the respondents indicated that help

lines/direct lines are very accessible, while 205 (39%) of the respondents said that help

lines/direct lines are accessible. However, 42 (8%) of the respondents pointed out that help

lines/direct lines are less accessible. However, 1 (0.2%) and 5 (1%) respondents remarked

that help lines/direct lines are not accessible and indifferent respectively.

This means that 51.9% of the sampled population of the study indicated that help

lines/direct lines were very accessible to customers.

111

Table 17

How acessible is this customer care package (Web self service/e-care) to you?

10 1.9 1.9 1.9

152 28.8 28.9 30.8

354 67.2 67.3 98.1

5 .9 1.0 99.0

5 .9 1.0 100.0

526 99.8 100.0

1 .2

527 100.0

Very accessible

Accessible

Less accessible

Not accessible

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 12

How acessible is this customer care package (Web self service/e-care) to

you?

No opinion Not accessibleLess accessibleAccessibleVery accessible

Fre

qu

en

cy

400

300

200

100

0

How acessible is this customer care package (Web self service/e-care) to

you?

In table 17 and figure 12 above, the level of accessibility of respondents to various

customer care packages of GSM operators in the country was analysed. The table indicates

that 10 (1.9%) of the respondents said that web self service/e-care are very accessible, while

152 (28.9%) of the respondents opined that web self service/e-care are accessible. However,

112

352 (67.3%) of the respondents noted that web self service/e-care are less accessible.

Whereas, 5 (1%) and 5 (1%) respondents are of the view that web self service/e-care are not

accessible and indifferent respectively.

This means that 67.3% of the sampled population of the study are of the view that

web self service/e-care were less accessible to customers.

Table 18

How acessible is this customer care package (Value added packages (free

credits, date bundles, SMS )) to you?

343 65.1 65.2 65.2

149 28.3 28.3 93.5

4 .8 .8 94.3

24 4.6 4.6 98.9

6 1.1 1.1 100.0

526 99.8 100.0

1 .2

527 100.0

Very accessible

Accessible

Less accessible

Not accessible

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 13

How acessible is this customer care package (Value added packages (free

credits, date bundles, SMS )) to you?

No opinionNot accessibleLess accessibleAccessibleVery accessible

Fre

qu

ency

400

300

200

100

0

How acessible is this customer care package (Value added packages (free

credits, date bundles, SMS )) to you?

113

In table 18 and figure 13 above, the level of accessibility of respondents to various

customer care packages of GSM operators in the country, as it relates to value added

services, was analysed. The table indicates that 343 (65.2%) of the respondents said value

added services (free credits, data bundles, SMS) are very accessible, 149 (28.3%) of the

respondents noted that value added services (free credits, data bundles, SMS) are accessible.

While, 4 (0.8%) of the respondents remarked that value added services (free credits, data

bundles, SMS) are less accessible. However, 24 (4.6%) and 6 (1.1%) respondents indicated

that value added services (free credits, data bundles, SMS) are not accessible and indifferent

respectively.

This means that 65.2% of the sampled population of the study indicated that value

added services (free credits, data bundles, SMS) were very accessible to customers.

Table 19

How acessible is this customer care package (Advice/guidiance on packages

and usage) to you?

41 7.8 7.8 7.8

129 24.5 24.5 32.3

263 49.9 50.0 82.3

83 15.7 15.8 98.1

10 1.9 1.9 100.0

526 99.8 100.0

1 .2

527 100.0

Very accessible

Accessible

Less accessible

Not accessible

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

114

Figure 14

How acessible is this customer care package (Advice/guidiance on packages

and usage) to you?

No opinionNot accessibleLess accessibleAccessibleVery accessible

Fre

qu

en

cy

300

200

100

0

How acessible is this customer care package (Advice/guidiance on packages

and usage) to you?

In table 19 and figure 14 above, the level of accessibility of respondents to customer

care package (advise/guidance on packages and usage) of GSM operators in the country was

analysed. The table shows that 41 (7.8%) of the respondents indicated that advice/guidance

on packages and usage is very accessible, while 129 (24.5%) of the respondents are of the

view that advice/guidance on packages and usage is accessible. However, 263 (50%) of the

respondents opined that advice/guidance on packages and usage is less accessible. However,

83 (15.8%) and 10 (1.9%) respondents remarked that advice/guidance on packages and usage

is not accessible and indifferent respectively.

This means that 50% of the sampled population of the study indicated that

advice/guidance on packages and usage is less accessible to customers.

115

Summary of Research Question Two

This analysis showed that an average of 50% of the sampled population of the study

indicated that walk-in centres, help lines/direct lines and value added services (free airtime,

data bundle and SMS) were very accessible to customers, while 67.3% of the sampled

population of the study noted that web self service/e-care were less accessible to customers.

116

4.2.5 Research Question Three: What are the perceptions of consumers on the

customer relations packages of GSM companies in Nigeria?

To answer this research question, items number 11, 12, 13 and 14 were analysed for

this purpose

Table 20

What do you think about the various services of GSM operators in the country that

offer free services to customers and provide channels for problem solving?

165 31.3 31.4 31.4

187 35.5 35.6 66.9

112 21.3 21.3 88.2

1 .2 .2 88.4

61 11.6 11.6 100.0

526 99.8 100.0

1 .2

527 100.0

Properly plannedand satisfactory

Properly plannedbut not sat isf actory

Poorly planned butsatisfactory

Poorly planned andnot satisf actory

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 15

What do you think about the various services of GSM

operators in the country that offer free services to

customers and provide channels for problem solving?

No opinionPoorly planned

and not

satisfactory

Poorly planned

but satisfactory

Properly

planned but not

satisfactory

Properly

planned and

satisfactory

Freq

uenc

y

200

150

100

50

0

What do you think about the various services of GSM

operators in the country that offer free services to customers

and provide channels for problem solving?

117

Table 20 and figure 15 above presents the perception of the respondents on the

customer relations programmes of GSM operators in the country. From the table, 165

(31.4%) respondents indicated that the customer relations packages of these GSM operators

in the country are properly planned and satisfactory, while 187(35.6%) respondents pointed

out that the customer relations packages of these GSM operators in the country are properly

planned but not satisfactory. On the other hand, 61 (11.6%) respondents have no opinion

about the customer relations packages of these GSM operators in the country. However, 112

(21.3%) respondents perceive the customer relations packages of these GSM operators in the

country to be poorly planned but satisfactory, whereas, 1 (0.2%) respondent said the

customer relations packages of these GSM operators in the country are poorly planned and

not satisfactory.

This means that 35.6% of the sample respondents which is the highest in the

frequency distribution table perceive the customer relations packages of these GSM operators

in the country to be properly planned but not satisfactory.

Table 21

How would you rate your perception of the various services of GSM

operators in the country? I have ... .... opinion that the free services, value

added packeges and problem solving channels of GSM companies are

properly planned but not satisfactory.

228 43.3 43.3 43.3

51 9.7 9.7 53.0

76 14.4 14.4 67.5

74 14.0 14.1 81.6

97 18.4 18.4 100.0

526 99.8 100.0

1 .2

527 100.0

Very high

High

Low

Very Low

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

118

Figure 16

How would you rate your perception of the various services

of GSM operators in the country? I have ....... opinion that

the free services, value added packeges and problem

solving channels of GSM companies are properly planned

but not satisfactory.

No opinionVery LowLowHighVery high

Freq

uenc

y

250

200

150

100

50

0

How would you rate your perception of the various services of

GSM operators in the country? I have ....... opinion that the free

services, value added packeges and problem solving channels of

GSM companies are properly planned but not satisfactory.

From the above table, 228 (43.3%) and 51 (9.7%) respondents noted that they have

very high and high rating of their perception respectively that the customer relations

packages of GSM operators in the country are properly planned but not satisfactory, while 76

(14.4%) and 74 (14.0%) respondents indicated that they have low and very low rating of their

perception respectively that the customer relations packages of GSM operators in the country

are properly planned but not satisfactory, whereas 97 (18.4%) respondents were indecisive in

the rating of their perception.

119

Table 22

How satisfied are you with the customer relations packages of GSM service

providers in the country?

105 19.9 20.0 20.0

107 20.3 20.3 40.3

164 31.1 31.2 71.5

1 .2 .2 71.7

149 28.3 28.3 100.0

526 99.8 100.0

1 .2

527 100.0

Very satisf ied

Satisf ied

Dissatisf ied

Very Dissatisf ied

Niether satisf iednor dissatisf ied

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 17

How satisfied are you with the customer relations packages

of GSM service providers in the country?

Niether

satisfied nor

dissatisfied

Very

Dissatisfied

DissatisfiedSatisfiedVery satisfied

Fre

qu

en

cy

200

150

100

50

0

How satisfied are you with the customer relations packages of

GSM service providers in the country?

120

Table 22 and figure 17 above presents the level of satisfaction of the respondents on

the customer relations programmes of GSM operators in the country. From the table it is

obvious that 105 (20%) respondents said they are very satisfied with that the customer

relations packages of these GSM operators in the country, while 107 (20.3%) respondents

noted that are satisfied with the customer relations packages of these GSM operators in the

country. On the other hand, 149 (28.3%) respondents are indifferent as to whether they are

satisfied or not with the customer relations packages of these GSM operators in the country.

However, 164 (31.2%) respondents said they are dissatisfied with the customer relations

packages of GSM operators in the country, whereas, 1 (0.2%) respondent opined to be very

dissatisfied with the customer relations packages of GSM operators in the country.

This means that 31.2% of the sample respondents which is the highest in the

frequency distribution table are of the view that they were dissatisfied with the customer

relations packages of GSM operators in the country.

Table 23

Which of the service providers do you think their customer relations is

more satisfactory?

144 27.4 27.4 27.4

105 20.0 20.0 47.3

59 11.2 11.2 58.6

218 41.4 41.4 100.0

526 100.0 100.0

Airtel

Globacom

MTN

Etisalat

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

121

Figure 18

Which of the service providers do you think their customer relations is more

satisfactory?

EtisalatMTNGlobacomAirtel

Fre

qu

en

cy

250

200

150

100

50

0

Which of the service providers do you think their customer relations is more

satisfactory?

The table 23 and figure 18 above presents the opinion of respondents on the GSM

companies with more satisfactory customer care packages. From the table, 144 (27.4%) and

105 (20%) respondents said Airtel and Globacom are more satisfactory respectively, while

59 (11.2%) and 218 (41.4%) respondents indicated that MTN and Etisalat are more

satisfactory respectively.

This analysis showed Etisalat had more satisfactory customer care packages in the

country, considering the fact that it had 41.4% in the frequency distribution which is the

highest.

Summary of Research Question Three

The analyses on research question four revealed that 35.6% of the sample respondents

which was the highest in the frequency distribution table perceived the customer relations

122

packages of these GSM operators in the country to be properly planned but not satisfactory.

The study further revealed that Etisalat had more satisfactory customer care packages in the

country, considering the fact that it had 41.4% in the frequency distribution which was the

highest.

123

4.2.6 Research Question Four: What are the factors responsible for consumers’ choice

of a particular GSM provider in the country?

To answer this research question, items number 15 and 16 were analysed for this

purpose.

Table 24

What do you think are the factors responsible for consumer choice for a particular

network provider in the country?

150 28.5 28.5 28.5

55 10.5 10.5 39.0

145 27.6 27.6 66.5

88 16.7 16.7 83.3

88 16.7 16.7 100.0

526 100.0 100.0

Serv ices rendered

Good customer careand f ree benef its

Av ialability of a network

Good network prov ision

Low cost of a networkserv ice

Total

Valid

Frequency Percent Valid PercentCumulat iv e

Percent

Figure 19

What do you think are the factors responsible for consumer choice for a

particular network provider in the country?

Low cost of a

network service

Good network

provision

Avialability of a

network

Good customer

care and free

benefits

Services rendered

Fre

qu

en

cy

150

100

50

0

What do you think are the factors responsible for consumer choice for a

particular network provider in the country?

124

Table 24 and figure 19 above present factors responsible for consumers‟ choice of a

particular GSM provider in the country. From the table it is obvious that 150 (28.5%)

respondents said the factor that influenced their choice for a particular GSM operator in the

country is the quality of services rendered, while 55 (10.5%) respondents indicated that the

factor which influenced their choice for a particular GSM operator in the country is good

customer care and free benefits, 145 (27.6%) respondents noted that the factor that

influenced their choice for a particular GSM operator in the country is the availability of a

network service. Whereas, 88 (16.7%) and 88 (16.7%) respondents remarked that the factor

which influenced their choice for a particular GSM operator in the country is good network

provision and low cost of a network service respectively.

This means, among all the enlisted factors that influence consumers‟ preference for a

particular GSM provider in the country, which include; quality of services rendered, good

customer care and free benefits, the availability of a network service, good network provision

and low cost of a network service, the quality of services rendered ranked highest in the list

of consideration for a particular network provider with 28.5%.

Table 25

How would you rate the factors that influenced your chioce of GSM

operator to patronise? I have ...... . view that the quality of services rendered

influenced my chioce of a network to use.

300 56.9 57.0 57.0

53 10.1 10.1 67.1

64 12.1 12.2 79.3

56 10.6 10.6 89.9

53 10.1 10.1 100.0

526 99.8 100.0

1 .2

527 100.0

Very high

High

Low

Very Low

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

125

Figure 20

How would you rate the factors that influenced your chioce

of GSM operator to patronise? I have ....... view that the

quality of services rendered influenced my chioce of a

network to use.

No opinion Very LowLowHighVery high

Fre

qu

en

cy

300

200

100

0

How would you rate the factors that influenced your chioce of

GSM operator to patronise? I have ....... view that the quality of

services rendered influenced my chioce of a network to use.

From the above table, 300 (56.9%) and 53 (10.1%) respondents indicated they have

very high and high rating, respectively, that the quality of services rendered influenced their

choice for a particular network provider to patronise, while 64 (12.1%) and 56 (10.6%)

respondents are of the view that they have low and very low rating, respectively, regarding

the quality of service rendered as the factors responsible for their choice of a particular

network provider to patronise, whereas 53 (10.1%) respondents were indecisive in the rating

of their responses.

126

4.3 Qualitative analysis (Section B: Triangulation Mixed Method)

This aspect of the study deals with the analysis of the interviews conducted. The

analysis comprised of the interview with corporate consumers of GSM services in the south

eastern part of the country. The interview with corporate consumers provided responses that

would help understand the direction of thought as regard consumers perception and

preference for a network provider. This phase of the interview responded to research

questions 1 - 4.

The analysis was presented according to the research questions raised in the study.

This helped to identify the particular response that addressed the various research questions.

This method of analysis has been used by different scholars in the past. The roll back malaria

study conducted in 2010 used the same approach for qualitative analysis. Before the

interview was conducted properly, the following information was given to the interviewees

about the research setting:

a) The study has to do with only customer relations programmes of the GSM

providers in the country.

b) No preparations are necessary as the researcher will only ask questions based on

the personal and corporate experiences of the interviewees.

As background information, the respondents were asked to provide information on:

c) Location and year of incorporation.

127

Table 26: Background of the respondents and interview length

Code Year of

Incorporation

Corporate

Identity

Location Duration of

the Interview

Mr E 2008 Cyber café Enugu 33 min.

Mr F 2005 Cyber café Enugu 31 min.

Mrs G 2007 Cyber café Enugu 33 min.

Mr H 2011 Cyber café Enugu 42 min

Mr I 2009 Cyber café Owerri 31 min.

Mr J 2000 Cyber café Owerri 42 min

Mrs K 2008 Cyber café Owerri 33 min.

Mr L 2007 Cyber café Owerri 37 min.

Mr M 2008 NGO Umuahia 31 min.

Mr N 2000 Cyber café Umuahia 37 min.

Mr O 2008 Cyber café Umuahia 33 min.

Mr P 2006 Cyber café Umuahia 30 min.

Mr Q 2005 Cyber café Awka 34 min.

Mr R 2010 Cyber café Awka 33 min.

Mr S 2004 Cyber café Awka 29 min.

Mrs T 2003 Cyber café Awka 30 min.

Mr U 2011 Cyber café Abakiliki 31 min.

Mr V 2009 Cyber café Abakiliki 37 min.

Mrs W 2001 NGO Abakiliki 42 min

Mr X 2003 Cyber café Abakiliki 33 min.

The interviews with the corporate users of GSM services took place between July-

September 2012. The interviews were done in the respondents‟ offices, and through

telephone services, e-mail and Facebook chat. The interviews were initiated by a few

background questions about the respondents‟ life, work and business before turning to the

specifics of the customer relations programmes in the interview guide (see appendix 5).

The interviews lasted between 29 and 45 minutes and some were recorded in MP4

recorder, while others were filled by the respondents and sent through e-mail to the

researcher with a contact number for further inquires. The researcher used phone calls and

Facebook chat boxes for clarifications on filled responses where needed. For the respondents

128

met one-on-one by the researcher, the recorded interviews were transcribed to enable the

researcher know the data in detail.

4.3.1 Research question 1: What is the awareness level of consumers on the customer

relations packages of GSM operators’ in the country?

The response of the interview from the corporate consumers indicated that they were

all aware of the customer relations packages and programmes of the GSM providers in the

country. Though, the interview indicated that the level of awareness is only limited to the

network service used or those seen in advertisements or read by respondents and in most

cases, from discussions with friends.

Yes am aware of the customer care packages of that of MTN because it is what I use.

Mr F

Some of the respondents even mentioned what they know about these customer care

packages. They opined that the customer relations packages given by these companies are not

of equal rates. In their response, they noted that at certain peak periods, the services can be

very cheap to use, while at other times, it can be high.

MTN Bis is a little on the high side compared to that of Glo and Airtel. The free packages

given by Glo, MTN and Etisalat are not comparable to that of Airtel which gives you more

packages to benefit from.

Mr K

These responses showed that the respondents are aware of the customer relations

packages of the GSM providers in the country. And that they also review the packages of

different network providers in other to know what packages they are offering at a particular

time.

129

4.3.2 Research Question 2: How accessible are these customer relations packages to

the consumers?

The respondents are of the opinion that the customer relations packages of the GSM

companies in the country are accessible. They noted that, depending on the package that the

consumers wish to patronise, accessing the packages is not that difficult especially when the

consumer knows exactly what he/she is looking out for.

It is accessible especially when you know what you are look for. In most cases, when you

want to find out about the package to use, all you need to do is to walk down to their office

and ask questions relating to what you need. I must tell you that I have friends in their office

here in Awka that attend to me very well when I show up in their office.

Mr R

Responding to the issue of packages that they receive as a result of their patronage,

some of the customers noted that these value added packages are easy to access because once

you buy a particular package for use, the free packages are automatically activated for the

benefit of the consumer.

If you pay for a six months packages for your business, the discount is not only high, you will

also notice that the free package promised is immediately activated once you activate your

pin. Mrs W

Some of the respondents also narrated their personal experiences when they access

the GSM services for their personal use. They explained how easy it is to access these

packages when they want to used them. They noted that the packages have different codes

and access code. For one to use these packages he/she will have to be told how to use the

packages.

It is accessible if you have a blackberry service, then you can use the Bis service while the

MTN family can be accessed with a code *560*1*the number #.

Mr I

For Glo Bam, the pamphlet gives a description of how to register 5 Glo no. so aceess to the

pamphlet from the open van marketers and Glo offices means access to the package.

Mr J

130

For MTN pulse, customers are required to activate the package by sending a code a given

MTN access number and then to any MTN number which could also be forwarded in chains.

For example, I received an SMS from a friend of mine instructing that I send a number to a

code if I wanted to pulsate and that was how I got that package activated.

Mrs G

From these responses, it is obvious that respondent see the customer relations

packages as accessible to consumers. The only duty required of the consumer is to know the

exact code to use or send to get the require result. Some of these codes might not be easily

known by the researcher but the knowledge of these actions to take can be reached from the

customer walk-in centres as noted by some of the respondents, adding that access to

pamphlets and friends who are up to date can help the understanding of the road to take to get

the required result needed.

4.3.3 Research question 3: What are the perceptions of consumers on the customer

relations packages of GSM companies in Nigeria?

The responses given by the respondents indicated that most of the service consumers

are not fully satisfied with the customer relations of the GSM companies. This lack of

satisfaction, from their responses is not on the whole packages of the GSM companies, rather

it is on the selected packages of the companies that do not meet the taste of the consumers.

This means that while some packages or programmes seem to be quite satisfactory, other

don‟t satisfy the consumer. Based on these experiences, majority of the consumers

interviewed perceive the programmes as not completely satisfactory.

The programmes of the GSM providers in the country are good as they are meant to help the

people relate more with their families and friends. But I think not all the programmes are

good enough. See, when you want to get your services ratified as a result of one problem or

the other, it is not always easy to get an agent that can address your case urgently,

sometimes it takes hours and a whole day just to fix the problem for service delivery. This

action cost us customers at times and even makes our customers to insult and laugh at us.

Mr K

131

Speaking about their personal experiences, some of the consumers noted that they

have stopped using the help lines of some of the GSM service providers because of the

difficulty in addressing the problems of the consumer. They noted that in some cases, when

you run into problems with your services, and you want to ratify the problem, you will call

the customer direct line and nobody will answer the call, except the answering machine. And

in most cases, the machines have been programmed to respond in a particular way. When

you call, the responses might not be inconformity with the required responses. This they

noted influenced their perception about the network services of the GSM companies.

The last time I called the customer service of one of the GSM providers, I was really sad

because of the way the phone was ringing and singing at the same time but no one answered.

I got tired and stopped using their help lines. The problem was later ratified but not by the

company or any of their agents. I did it myself. You see why I say the packages are good but

the ways they are handled and delivered to the consumers are not good enough.

Mr J

From this analysis, it can be said that the interviewees see the customer relations

programmes of the GSM providers as not completely satisfactory because the way most of

the packages are rendered for the benefit of the consumers are not impressive and

satisfactory.

4.3.4 Research question 4: What are the factors responsible for consumers’ choice of a

particular GSM provider in the country?

The responses provided in relation to this research question indicated that they are

many factors that influenced the consumers‟ preference for a particular service provider.

These factors ranges from the psychological needs (e.g. the need to communicate longer

when talking with friends and family members) of the consumer to his/her physical needs

(e.g. the availability of network, wider coverage, fist to emerge in a locality etc).

132

Some of the respondents noted that their preference is influenced by their ability to

locate a network that has packages that would enable them run their business without loose.

Before, I recharge my data bundle for the period I would like to use it, I usually check the list

of packages to know exactly what am buying for that period and most of the things am

thinking about the tariff, the customer relations (value added service) and the strength of the

service am buying in my area.

Mr J

The respondents also noted that personally, they there are several factors like clarity

of network during calls and the need to use network service that has wider coverage.

I bought MTN because it provides services to almost all parts of the country, it was just the

convenience of being able to reach my friends and loved ones wherever they are, and not that

they provide the best services.

Mrs W

From the presentations herein, it is obvious that the availability of network service,

the low cost of tariff, good service, customer relations packages are the factors that

influenced the preference for a particular network provider. However, majority of the

respondent are of the opinion that the availability and quality of network and low tariff are

more of the issue considered in the preference for a particular network provider than the

customer relations programmes.

On the issue of perception of consumers about the customer relations programmes of

GSM companies in Nigeria and their preference for a particular network provider, majority

of the respondents are of the opinion that the perception they have about the customer

relations packages of GSM providers do not really influence their preference for a particular

network provider. They argued that their business determine the type of network to patronise.

Mainly, they said, tariff and quality of network influences their perception and based on that

they make their preference on the network service to use. Given that low tariff and quality of

133

network is not a customer relations programmes, they cannot argue that their preference was

influenced by their perception of the customer relations programmes of these companies.

The company’s choice for a particular network provider is not determined by the kind of

attention given by companies; rather, it is based on business issues. The company look for

services that have quality network service and low tariff.

Mr Q

Speaking on a personal note some of the respondents who argued that their perception

do not influence their opinion, opined that it was other influencing variables that aided choice

for a particular network provider.

These network tariff is sometimes not encouraging and that is why I have all networks, which

I only use when I feel one network tariff is better than others; and I change to another

particular network when I travel to a given state where the a particular GSM provider has

more stronger network.

Mrs K

The findings of this aspect of the analysis indicated that the perception of the people

on the customer relations programmes of GSM operators do not really influence to

preference for a particular network provider. Although other issues can be an influencing

factor like tariff and quality of network might influence the perception of the consumers.

134

4.4. Comparison of the Quantitative and Qualitative data addressed using the

Triangulation Mixed Method (Research questions 1 - 4)

As stated in the research design of this study, the triangulation mixed method required

the conversion of the qualitative data into quantitative data for the sake of comparison. This

comparison helped establish the direction of data collected from both the use of questionnaire

and interview. The study noted in the research design that the triangulation mixed method

would be used to address research questions one, two, three and four (2, 3, 4 and 5), hence

the comparison was purely on how data from questionnaire relate to data from interview in

respect to research questions 1, 2, 3 and 4 raised in the study.

The comparison was based on the interview conducted on the corporate users of the

GSM services in the states in the south-east of the country. As noted in chapter three, the

corporate consumers were 20 interviewees that had been labelled E –W in the code presented

above. Since the corporate consumers are equally users of the GSM services, they constitute

the consumers of GSM services. Their opinion can be compared with that of the consumers

who were given copies of the questionnaire to fill. This comparison helped the explanation of

the findings of the study.

The comparison was not done on research question 6 because it was approached from

a different perspective. The research question six (6) used a correlational research design

which is another data determination format that does not come from the responses of people

directly; rather it was a calculational approach. Therefore, comparing the answer from the

calculation with interview responses would not be appropriate. To this end, the researcher

only compared responses from research question 1, 2, 3 and 4.

The conversion of qualitative data into quantitative data were not stressful because

the interview conducted was done in a way that the respondents would finally give answers

135

that indicated their positions in line with the variables itemised in each of the questions on

the questionnaire, addressing the various research questions. The comparison was presented

in one table, showing the data collated from the questionnaire and interview at a glance. This

was done to enable quick grasp of the data collected from both sides. The tables as presented

here are easy to understand.

Research Question One: What is the awareness level of consumers on the customer

relations packages of GSM operators’ in the country?

Table 37: Comparing data collected from quantitative analysis with that of

qualitative analysis on the issue of awareness level of consumers.

What is the level of awareness of

the benefits and various

consumer care packages of the

network providers in the country

Quantitative Frequency

(Questionnaire)

Qualitative Frequency

(Interview)

Very high 195 37.1% 2 10%

High 269 51.1% 18 90%

Low 2 0.4% - -

Very low 4 0.8% - -

No opinion 56 10.6% - -

Total 526 100% 20 100%

These responses showed that the respondents are aware of the customer relations

packages of the GSM providers in the country. And that the level of awareness is high

considering the fact that 269 respondents representing 51.1% and 18 interviewees

representing 90% of the respondents expressed their opinion in that respect.

136

Research Question Two: How accessible are these customer relations packages to the

consumers?

Table 28: Comparing data collected from quantitative analysis with that of

qualitative analysis on the issue of accessibility to customer relation packages.

How accessible is this customer

care package (walk –in-centres)

to you?

Quantitative Frequency

(Questionnaire)

Qualitative Frequency

(Interview)

Vary accessible 288 54.8% 16 80%

Accessible 192 36.5% 4 20%

Less accessible 36 6.8% - -

Not accessible 5 1.0% - -

No opinion 5 1.0% - -

Total 526 100% 20 100%

Analysing table 32 above, 288 (54.8%) respondents and 16 (80%) interviewees noted

that the walk-in centres are very accessible to the respondents, meaning that respondents see

the customer relations packages as accessible to consumers.

137

Table 39: Comparing data collected from quantitative analysis with that of

qualitative analysis on the issue of accessibility to customer relation packages.

How accessible is this customer

care package (value added

packages (free credit, data

bundles, SMS) to you?

Quantitative Frequency

(Questionnaire)

Qualitative Frequency

(Interview)

Vary accessible 343 65.2% 20 100%

Accessible 149 28.3% - -

Less accessible 4 0.8% - -

Not accessible 24 4.6% - -

No opinion 6 1.1% - -

Total 526 100% 20 100%

Similarly, from table 33 above, 343 (65.2%) respondents and 20 (100%) interviewees

noted that the value added services are very accessible to the respondents, meaning that

respondents see the customer relations packages as accessible to consumers.

138

Research Question Three: What are the perceptions of consumers on the customer

relations packages of GSM companies in Nigeria?

Table 30: Comparing data collected from quantitative analysis with that of

qualitative analysis on the issue of consumer’s perception of customer relation

packages.

What do you think about the

various service of the GSM

operator in the country that

offer free services to customers

and provide channels for

problem solving?

Quantitative Frequency

(Questionnaire)

Qualitative Frequency

(Interview)

Properly planned and satisfactory 165 31.4% - -

Properly planned but not

satisfactory

187 35.6% 20 100%

Poorly planned but satisfactory 112 21.3% - -

Poorly planned and not satisfactory 1 0.2% - -

No opinion 61 11.6% - -

Total 526 100% 20 100%

From this comparing table, it can be said that the interviewees and the respondents

see the customer relations programmes of the GSM providers as not completely satisfactory,

even though it is well planned. This argument is anchored on the fact that 187 (35.6%)

respondents and 20 (100%) interviewees noted that the customer relations packages are

properly planned but poorly executed in some cases.

139

Research Question Four: What are the factors responsible for consumers’ choice of a

particular GSM provider in the country?

Table 31: Comparing data collected from quantitative analysis with that of

qualitative analysis on the issue of consumer’s preference for a particular network

provider in the country.

What do you think are the

factors responsible for

consumers’ choice for particular

network provider in the

country?

Quantitative Frequency

(Questionnaire)

Qualitative Frequency

(Interview)

Service rendered 150 28.5% - -

Good customer care and free

benefits

55 10.5% 2 10%

Availability of a network 145 27.6% 6 30%

Good network provision 88 16.7% 5 25%

Low cost of a network service 88 16.7% 7 35%

Total 526 100% 20 100%

The presentations herein, indicate that services rendered, availability of network

service, the low cost of tariff, good service, customer relations packages are the factors that

influenced the preference for a particular network provider. However, 150 (28.5%)

respondents were of the opinion that the services rendered influenced their preference for a

particular network to patronise. On the other hand, 7 interviewees amounting to 35% of the

interviewed respondents noted that low cost of network services influenced their preference

for a particular network provider to patronise.

140

4.5 Correlational Analysis (Section C: Pearson Correlation Coefficient Statistical

Technique)

This aspect of the study examined the relationship between consumers perception of

the customer relations programmes of GSM companies in Nigeria and consumers preference

for a particular network provider. The research question below captured the essence of the

analysis.

4.5.1 Research Question Five: What is the relationship between the perception of

consumers on the customer relations programmes of GSM companies in Nigeria

and their preference for a particular network provider?

To calculate for the correlation coefficient in research question six above, the data

distribution in table 24 and 28 were imported for this purpose.

141

Brought forward of table 21 which analysis the rating of perception of service

consumers on the various services of GSM operators in the country that offer free

services to customers and provide channels for problem solving.

Table 32 (originally table 21)

How would you rate your perception of the various services of GSM

operators in the country? I have ... .... opinion that the free services, value

added packeges and problem solving channels of GSM companies are

properly planned but not satisfactory.

228 43.3 43.3 43.3

51 9.7 9.7 53.0

76 14.4 14.4 67.5

74 14.0 14.1 81.6

97 18.4 18.4 100.0

526 99.8 100.0

1 .2

527 100.0

Very high

High

Low

Very Low

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

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Brought forward of table 25 which analysed factors responsible for consumers’

preference for a particular network provider in the country

Table 33 (originally table 25)

How would you rate the factors that influenced your chioce of GSM

operator to patronise? I have ...... . view that the quality of services rendered

influenced my chioce of a network to use.

300 56.9 57.0 57.0

53 10.1 10.1 67.1

64 12.1 12.2 79.3

56 10.6 10.6 89.9

53 10.1 10.1 100.0

526 99.8 100.0

1 .2

527 100.0

Very high

High

Low

Very Low

No opinion

Total

Valid

Sy stemMissing

Total

Frequency Percent Valid PercentCumulat iv e

Percent

Calculating Correlation

In calculating correlation, when the table has been created, there are different issues

that can be generated from the analysed data. Fists, the researcher can locate the direction of

relationship, the form of relationship and the degree of relationship that exit between the two

variables under review. To determine the degree of relationship between the variables in

question, it would require some forms of calculation. The table presented below showed how

SPSS was used to calculate correlation.

143

Table 34 Calculating Correlation

Correlations

1 .655**

.000

526 526

.655** 1

.000

526 526

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

How would y ou rate yourperception of the variousserv ices of GSMoperators in the country ? Ihave .. ..... opinion that thef ree serv ices, valueadded packeges andproblem solv ing channelsof GSM companies areproperly planned but notsatisfactory .

How would y ou rate thef actors that inf luencedyour chioce of GSMoperator to patronise? Ihave .. ..... v iew that thequality of serv icesrendered inf luenced mychioce of a network touse.

How wouldyou rate yourperception ofthe v ariousserv ices of

GSMoperators in

the country ? Ihave .. .....opinion that

the f reeserv ices,

value addedpackeges and

problemsolv ing

channels ofGSM

companiesare properlyplanned but

notsatisfactory .

How wouldyou rate thef actors thatinf luenced

your chioceof GSM

operator topatronise? Ihave .. .....

v iew that thequality ofserv icesrendered

inf luencedmy chioce ofa network to

use.

Correlation is signif icant at the 0.01 level (2-tailed).**.

144

Bases of Interpretation:

Higgins (2005, pp. 10-11) observed that “all correlation coefficients range from -1.00

to +1.00 and that a correlation coefficient of -1.00 tells that there is a perfect negative

relationship between the two variables, which means that as values on one variable increase

there is a perfectly predictable decrease in values on the other variable. In other words, as

one variable goes up, the other goes in the opposite direction (it goes down). A correlation

coefficient of +1.00 tells that there is a perfect positive relationship between the two

variables, which means that as values on one variable increase there is a perfectly predictable

increase in values on the other variable. In other words, as one variable goes up so does the

other. However, a correlation coefficient of 0.00 tells you that there is a zero correlation, or

no relationship, between the two variables, meaning that as one variable changes (goes up or

down) you can‟t really say anything about what happens to the other variable; sometimes the

other variable goes up and sometimes it goes down. However, these changes are not

predictable”.

It is important to note that the more correlation coefficients tend to be somewhat

lower than plus or minus 1.00, but somewhat above 0.00, it means that there is no perfect

relationships, while a correlation coefficient of 0.00 means that there is no relationship

between the two variables based on the data generated. The weaker the relationship is, the

less able you are to tell exactly what happens to one variable based on knowledge of the

other variable. The closer a correlation coefficient approaches plus or minus 1.00 the stronger

the relationship is and the more accurately one can predict what happens to one variable

based on the knowledge of the other variable. Figure 21, below, paints a better picture for the

145

understanding of the range of correlation, while figure 22 shows the table for the statistical

inferences.

Figure 21: Understanding Correlation Coefficient

Source: Excerpted from “The Radical Statistician” by Jim Higgins, Ed.D: 2005.

Interpreting the correlation

Form of relationship

The correlation obtained indicated that there is a positive relationship between the

variables in question, because the result of the correlation (0.655) is positive in value.

Higgins (2005, p. 10) corroborated this statement when he noted that “a correlation

coefficient of +1.00 tells that there is a perfect positive relationship between the two

variables, which means that as values on one variable increase there is a perfectly predictable

146

increase in values on the other variable. In other words, as one variable goes up so does the

other”.

Invariably, it implies that the perception of consumers towards the customer relations

programmes of GSM operators in the country has a positive relationship to consumers‟

preference for a particular network provider. By this positive status, it means that the positive

perception of the consumer towards the customer relations of a particular GSM companies in

the country does necessary translate to high preference for that company. In fact, it means

that the more the positive opinion towards a company customer relations programmes, the

more likely the consumer will patronise the product.

It is important to state that this interpretation does not mean that the perception of the

consumers cause them to have a particular preference for a particular GSM company; rather,

it means that there is a positive relationship between perception and preference for a

particular network provider when it comes to the company‟s customer relations programmes

(meaning that positive perception does translate to positive patronage). Considering the

figure calculated (0.655), the rate to which this positive relationship can be interpreted is

based on the degree of their relationship.

Degree of relationship

From the figure obtained (0.655), it is obvious that the degree of relationship between

perception and preference is high and close to perfection because the figure is closer to +1.0.

This conclusion is made perfect in the words of Higgins (2005, p. 11), who said: “the closer a

correlation coefficient approaches plus one (+1.00) the stronger the relationship is and the

147

more accurately one can predict what happens to one variable based on the knowledge of the

other variable”.

Against this backdrop, it is proper to say that due to the positive relationship between

perception and preference, it implies that the positive perception of consumers towards the

customer relations programmes of a particular GSM operator in the country will lead to high

consumers‟ preference for that particular network provider. This kind of statement would be

one made accurately.

By saying that the relationship is closer to perfection means that one can tell for sure

that perception relates to preference for a particular network provider whether positively or

negatively. This means that the positive perception of the consumer towards the customer

relations of a particular GSM companies in the country can really be said to relate to high

preference for that company (positive relationship). In a nutshell, it means that the more close

to +1.00 the figure generated from the correlation is the more certain it is to tell the degree of

relationship therein.

Direction of relationship

The degree of relationship between perception and preference is close to perfection,

meaning that such a relationship can yield a linear graph. It therefore means that the direction

of relationship is linear, moving from the lower part of the left side of the graph to the top

side of the right part of the graph.

148

Summary of research question five (correlation)

The correlation was examined from three different directions, which include the form,

degree and direction of relationship. The correlation figure obtained (r = 0.655) indicated that

the form of relationship is positive due to the plus sign in the result, meaning that there is a

positive relationship between perception and preference for a particular network provider

when it comes to the company‟s customer relations programmes (positive perception does

translate to positive patronage). As for the direction of relationship, it was revealed that the

direction of relationship is linear, moving from the lower part of the left side of the graph to

the top side of the right part of the graph. The study revealed that the degree of

relationship between perception and preference is close to perfection (i.e. it is high or strong)

because the figure obtained is closer to +1.00 than it is to 0.0, meaning that one can tell for

sure that perception relates to preference for a particular network provider positively.

4.6 Test of Hypotheses

Main hypothesis

In the cause of this study, the researcher was able to develop one major hypothesis

which captured the essence of the study. This hypothesis was created in order to theorise

around the key variables of the study, which are customers‟ perception and customers‟

preference. The hypothesis developed was:

1. H1: The perception of consumers‟ on the customer relations of GSM operators in

Nigeria is directly related to consumers‟ preference for a particular network provider.

149

Calculating hypothesis

H1: The perception of consumers’ on the customer relations of GSM operators in

Nigeria is directly related to consumers’ preference for a particular network

provider.

To test for this hypothesis, the regression analytical tool of quantitative SPSS

software was used.

150

Table 35: Calculating Hypothesis

Model Summaryb

.192a .037 .035 48.48720

Model

1

R R SquareAdjustedR Square

Std. Error ofthe Estimate

Predictors: (Constant), Which of the network yousubscribe to do you use as a regular line?

a.

Dependent Variable: expperceb.

ANOVAb

46937.91 1 46937.913 19.965 .000a

1231928 524 2351.008

1278866 525

Regression

Residual

Total

Model

1

Sum ofSquares df Mean Square F Sig.

Predictors: (Constant), Which of the network y ou subscribe to do you use as aregular line?

a.

Dependent Variable: expperceb.

Coefficientsa

54.182 4.913 11.029 .000

-7.843 1.755 -.192 -4.468 .000

(Constant)

Which of the networkyou subscribe to do y ouuse as a regular line?

Model

1

B Std. Error

UnstandardizedCoeff icients

Beta

StandardizedCoeff icients

t Sig.

Dependent Variable: exppercea.

Residuals Statisticsa

22.8116 46.3395 34.3668 9.45545 526

-43.62125 109.9163 .00000 48.44100 526

-1.222 1.266 .000 1.000 526

-.900 2.267 .000 .999 526

Predicted Value

Residual

Std. Predicted Value

Std. Residual

Minimum Maximum MeanStd.

Deviation N

Dependent Variable: exppercea.

151

Regression Standardized Residual

3210-1

Fre

qu

en

cy

125

100

75

50

25

0

Histogram

Dependent Variable: expperce

Mean =-1.75E-16Std. Dev. =0.999

N =526

Observed Cum Prob

1.00.80.60.40.20.0

Ex

pe

cte

d C

um

Pro

b

1.0

0.8

0.6

0.4

0.2

0.0

Normal P-P Plot of Regression Standardized Residual

Dependent Variable: expperce

152

Preference rating where transformed using exponential transform, this was done in

order to stabilise the variance. The regression is significant given that the p-value is 0.00.

This means that the hypothesis which holds that “the perception of consumers‟ on the

customer relations of GSM operators in Nigeria is directly related to consumers‟ preference

for a particular network provider” is valid and accepted.

Subordinate hypotheses

Other subordinate hypotheses were drawn in this study and they include:

2. H1: The level of awareness of consumers‟ on the customer relations packages of

GSM operators in Nigeria influences their patronage for a particular network

provider.

3. H1: The patronage of a particular GSM provider is influenced by the degree of

accessibility of their customer relations packages.

153

Hypothesis two

H1: The level of awareness of consumers’ on the customer relations packages of

GSM operators in Nigeria influences their patronage for a particular network

provider.

To test for this hypothesis, using SPSS, the Pearson correlational coefficient

procedure was calculated and the table is presented below.

Table 36: Test of hypothesis two

Correlations

1 -.113**

.009

526 526

-.113** 1

.009

526 526

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

What is your level ofawareness?

How would y ou ratethe f actors thatinf luenced your chioceof GSM operator topatronise? I hav e ..... ..v iew that the quality ofserv ices renderedinf luenced my chioceof a network to use.

What is yourlevel of

awareness?

How wouldyou rate thef actors thatinf luenced

your chioceof GSM

operator topatronise? Ihave . ......

v iew that thequality ofserv icesrendered

inf luencedmy chioce ofa network to

use.

Correlation is signif icant at the 0.01 lev el (2-tailed).**.

The test result for hypothesis two showed that there is a correlation between

consumers‟ awareness of the customer relations packages and the preference they make

154

concerning the network provider they want to patronize. The correlation showed awareness

correlate with perception at point r, which is equal to -0.113 and significant at 0.01 levels

(2tailed).

This means that the hypothesis which says that “the level of awareness of consumers‟

on the customer relations packages of GSM operators in Nigeria influences their patronage

for a particular network provider” was accepted; even though it is negatively correlated.

155

Hypothesis three:

H1: The patronage of a particular GSM provider is influenced by the degree of

accessibility of their customer relations packages.

To test for this hypothesis, using SPSS, the Pearson correlational coefficient

procedure was calculated and the table is presented below.

Table 37: Test of hypothesis three

Correlations

1 .212**

.000

526 526

.212** 1

.000

526 526

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

How acessible is thiscustomer care package(Value added packages(f ree credits, datebundles, SMS )) to you?

How would y ou rate thef actors that inf luencedyour chioce of GSMoperator to patronise? Ihave . ...... v iew that thequality of serv icesrendered inf luenced mychioce of a network touse.

Howacessible is

this customercare package(Value added

packages(f ree credits,date bundles,

SMS )) toyou?

How wouldyou rate thef actors thatinf luenced

your chioceof GSM

operator topatronise? Ihave . ......

v iew that thequality ofserv icesrendered

inf luencedmy chioce ofa network to

use.

Correlation is signif icant at the 0.01 level (2-tailed).**.

156

The test result here indicates that there is correlation between access to customer

relations packages and consumers‟ preference for a particular network provider they want to

patronize. The correlation showed that at the point r, which is equal to 0.212, relationship

exists and was significant at 0.01 levels (2tailed).

This means that the hypothesis which says that “the patronage of a particular GSM

provider is influenced by the degree of accessibility of their customer relations packages”

was accepted.

4.7 Discussion of Findings

The analysis of demographic data revealed that there are more male than female in

the sample studied, considering the fact that 54.2% of the respondents were male. It was also

revealed that majority of the people that fielded responses are young as 212 amounting to

(40.3%) respondents fall within 18 – 30 years of age, which was the highest in the

distribution. It was also found that 64.4% of the respondents are single. Furthermore, the

study found that most of the respondents were graduates of either polytechnics, collages of

education, or university, as they constitute 36.1% of the respondents which is the highest

percentage of the distribution and that majority of the respondents were students as they

constitute 33.5% of the distribution which happened to be the highest percentage.

The analysis of respondents‟ disposition towards GSM usage revealed that most

respondents used MTN as their regular line because 35% of the respondents voted in favour

of that; and that 33.1% of the respondents used Etisalat as their alternative lines. The study

further revealed that MTN was the network service used most by respondents for their calls

157

because 36.5% of the respondents which was basically the highest percentage in the

distribution indicated that they used the network for most of their calls.

To properly understand the findings of this study, as regards the research questions

formed in the work, the outcome of the findings were discussed according to the various

questions the study sought to address.

Research Question One: What is the awareness level of consumers on the customer

relations packages of GSM operators’ in the country?

The analysis of research question two revealed that 51.1% of the sampled population

had high level awareness of the customer care packages of these GSM providers in the

country. This finding was corroborated with that of the interview which revealed that 90% of

the respondents also have high awareness of the customer relations packages of the GSM

companies in the country.

The implication of this finding was made obvious in the study conducted by Sergei

Golitsinski and Dean Kruckeberg in 2000 entitled “A study of the emergence of public

relations in the Russian Federation”. The study revealed that the foreign based companies in

Russia that were aware of the importance of customer relations had to go the extra mile to

import public relations practices in order to boost their profit margin; adding that those

companies with imported public relations practices and values were leading the growth of the

private sector. The researchers related this growth to the awareness level of the companies

about the imperativeness of public relations practices (Golitsinski and Kruckeberg, 2000).

Furthermore, it was the awareness of the consumers on the customer relations

activities of the foreign companies that made them retain the loyalty of buyers and

158

patronisers of these companies; to the extent that the study by Golitsinski and Kruckeberg

(2000) had to notice that it was the awareness on the part of the consumers about the

customer relations packages of these companies that made them patronize these foreign

companies instead of the Russian companies that do not practice customer relations

(Golitsinski and Kruckeberg, 2000).

The implication of this finding is that the more aware the customers are concerning

the customer relations programmes and practices of the GSM companies in the country, the

more likely they are to patronise the company with the best customer relations packages.

Research Question Two: How accessible are these customer relations packages to the

consumers?

The data analysed here revealed that on the average, 50% of the sampled population

of the study opined that walk-in centres, help lines/direct lines and value added services (free

airtime, data bundle and SMS) were very accessible to customers, while 67.3% of the same

sampled population of the study opined that web self service/e-care were less accessible to

customers. The interview, on the other hand, noted that 80% of the respondents indicated that

walk-in centres and value added services were very accessible to customers. This finding

simply indicated that while some of the customer relations packages are easy to access, other

is not that easy to access.

This is not to say that the customer relations packages of these GSM companies are

not accessible. Rather, it means that the consumers have a role to play in accessing some of

these services created by these companies, especially those that would require the consumer

to log on to the Internet to get e-care or web self services, but because of one barrier or the

159

other, the consumer would prefer to seek alternative. This situation is practically not the fault

of the companies involved.

This finding is strongly supported by the work of Mary Bitner, William Faranda,

Amy Hubbert and Valarie Zeithaml conducted in 1997 entitled “Customer contributions and

roles in service delivery”; where it was revealed that customers have strong roles to play in

enhancing or reducing the value of satisfaction they received or enjoy from the services of a

given company. This statement (the researchers noted) is truer especially when the customer

is an end consumer (for example, consumers of health care, education, personal care, or legal

services). In these examples, customers themselves participate at some level in creating the

service and ensuring their own satisfaction (Bitner, Faranda, Hubbert & Zeithaml, 1997).

Bitner, Faranda, Hubbert and Zeithaml (1997) said that the level of customer

participation needed in a service experience varies across services. While in some cases, the

customer is required to just show physical presence (low level of participation), with the

employees of the firm doing all of the service production work, like in a stage performance;

in the case of a business-to-business context, services that require little participation are less

common. In other cases, consumer inputs are required to aid the service organization in

creating the service (moderate level of participation). There are also instances where

customers can be involved in co-creating the service (high level of participation). In such

services, customers have essential production roles that, if not fulfilled, will affect the nature

of the service outcome. All forms of education, training and health maintenance fit this

profile. Unless the customer does something (e.g. studies, exercises, eats the right foods), the

service provider cannot effectively deliver the service outcome (Bitner, Faranda, Hubbert &

Zeithaml, 1997).

160

In this situation, the GSM companies in Nigeria can succeed in creating good

customer relations packages, but it falls on the customers to find ways of accessing these

packages, because most GSM packages are designed in a way that the customers are required

to perform certain actions in order to enjoy complete satisfaction from product packages. In

this case, therefore, the customer must be able to access the packages of the network

providers in order to derive satisfaction from them.

Research Question Three: What are the perceptions of consumers on the customer

relations packages of GSM companies in Nigeria?

The analysis in respect to research question four found that the interviewees and the

respondents see the customer relations programmes of the GSM providers in the country as

not completely satisfactory, even though it is well planned. This argument is anchored on the

fact that 187 (35.6%) respondents and 20 (100%) interviewees noted that the customer

relations packages are properly planned but poorly executed in some cases. This means that

the ideas in most packages designed for the benefit of the customers might be very

interesting but not satisfying. As noted by some of the respondents in the interview section of

the study, there are times when the help of the customer care officers would be needed but it

would take time to get the problem fixed. The customer relations packages of these

companies are designed in a way that it would benefit the company, not necessarily the

customers. Most of the value added services (the free airtime and SMS) are designed to have

conditions that must be met in order to qualify for a particular package and in most cases;

such conditions are not to the benefit of the customers. This creates dissatisfaction.

Unfortunately, the unsatisfactory nature of the customer relations packages of GSM

companies in Nigeria as revealed in this study is related to the findings of Xevelonakis

161

(2005) titled “Developing Retention Strategies based on Customer Profitability in

Telecommunications: An Empirical Study”, which observed that telecommunications

companies do not make their customer relations packages beneficial to the customers. This,

the researcher, attributed to the inability of telecommunication companies to design good

customer relations based on customer profitability (Xevelonakis, 2005).

The implication of this finding is that consumers are not satisfied with the customer

relations programmes of GSM network providers in the south-east; and can be satisfied if

these packages are designed to meet their needs profitably and not that of the companies

alone. The more the customers perceive these programmes to be in their favour, the more

satisfied they would be.

Research Question Four: What are the factors responsible for consumers’ choice of a

particular GSM provider in the country?

The analysis responding to the aforementioned question revealed that there were

many factors which influenced consumers‟ preference for a particular GSM provider in the

country, some of which included; quality of services rendered, good customer care and free

benefits, the availability of a network service, good network provision and low cost of a

network service, the quality of services rendered ranked highest in the list of consideration

for a particular network provider with 28.5% in the table distribution. On the other hand, 7

interviewees amounting to 35% of the interviewed respondents noted that low cost of

network services influenced their preference for a particular network provider to patronise.

The implication of these findings is that, while most end consumers prefer to have

good quality network services everywhere in the east for easy communication, the corporate

162

users of GSM services would prefer that the cost of using the network services be reviewed

downward for better patronage.

However, this finding is not in conformity with the findings of Syahlani, Rahmadi

and Haryadi (2005), in their study entitled “Brand Evaluation and Consumers' Preference

towards Pioneer and Follower Brands: Empirical Study on Dairy Products”, which revealed

that customers are more inclined to select or patronise a pioneer brand in a competing

marketing environment; meaning that the first company to come to a place would have more

patronage and will be the preferred choice of the customer not minding the competing

products coming to that same environment later (Syahlani, Rahmadi & Haryadi: 2005).

In reference to previous studies like the aforementioned, this finding in respect to

consumers‟ preference in the competing market is new. Other studies looked at pioneer

brands as the major factor for consumers‟ preference in a competing market. However, this

study was able to reveal that the quality of services rendered to the consumer and the cost of

those services, especially in the telecommunication industry where competition is high,

determine the products/services preference the consumer would go for.

Research Question Five: What is the relationship between the perception of consumers

on the customer relations programmes of GSM companies in Nigeria and their

preference for a particular network provider?

In responding to this research question, it was revealed that the correlation figure

obtained (r = 0.655) indicated a positive relationship between perception and preference, due

to the plus sign in the result, meaning that there is a positive relationship between perception

and preference for a particular network provider when it comes to the company‟s customer

relations programmes (positive perception does translate to positive patronage and vise vasa).

It was also indicated that the direction of relationship is linear, moving from the lower part of

163

the left side of the graph to the top side of the right part of the graph. It was also found that

the degree of relationship between perception and preference is close to perfection (i.e. it is

very high or strong) because the figure obtained is closer to +1.00 than it is to 0.0, meaning

that one can tell for sure that perception relates to preference for a particular network

provider positively or negatively.

Thus, this finding is related to the findings of Zakaria, Hussin, Hilmie, Sawal, Ngah

and Noordin (2011) entitled “Customer Satisfaction in Municipal Services: An Empirical

Study in Majlis Perbandaran Sungai Petani (MPSPK)”, which indicated that there is a

significant relationship between customer satisfaction towards e-services and their preference

for companies that use e-services.

The implication of this finding is that if customers perceive the packages/

programmes of a given GSM service provider positively (i.e. as having well packaged

customer relations programmes), such perception might relate to the consumers‟ preference

towards patronising the products/services of that network company. And if customer

satisfaction is ensured in the process, then the loyalty of that customer towards the company

is assured.

Result of hypotheses

The result of the hypotheses revealed the three formulated in the study were accepted.

The test result from the main hypothesis indicated that there is a high relationship between

consumers‟ perception of the customer relations packages of GSM companies and their

preference for a particular service provider. The test revealed that at point p = 0.00,

perception relates to preference; meaning that the hypothesis which holds that “the

164

perception of consumers‟ on the customer relations of GSM operators in Nigeria is directly

related to consumers‟ preference for a particular network provider”, is valid and accepted.

The other two accepted hypotheses reads thus; “the level of awareness of consumers‟

on the customer relations packages of GSM operators in Nigeria influences their patronage

for a particular network provider” and that “the patronage of a particular GSM provider is

influenced by the degree of accessibility of their customer relations packages”.

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Table 38: Outline of Findings

Research Questions Findings

Research Question One:

What is the awareness level of consumers on

the customer relations packages of GSM

operators’ in the country?

51.1% of the sampled population of the study were aware of the customer care packages of

GSM providers in the country. Supported by

90% of the interviewees.

Research Question Two:

How accessible are these customer relations

packages to the consumers?

Average of 50% of the sampled population of the study opined that the customer relations packages

of GSM companies were very accessible to

customers. Supported by 80% of the interviewees.

Research Question Three:

What are the perceptions of consumers on the

customer relations packages of GSM

companies in Nigeria?

35.6% of the sample respondents which was the

highest in the frequency distribution perceived the customer relations packages of these GSM

operators in the country to be properly planned

but not satisfactory. Supported by 100% of the interviewees.

Research Question Four:

What are the factors responsible for

consumers’ choice of a particular GSM

provider in the country?

Factors which influenced consumers‟ preference for a particular GSM provider in the country

included; quality of services rendered (28.5%),

good customer care and free benefits, the availability of a network service, good network

provision and low cost of a network service. On

the other hand, 35% interviewees indicated low cost of network services.

Research Question Five:

What is the relationship between the

perception of consumers on the customer

relations programmes of GSM companies in

Nigeria and their preference for a particular

network provider?

The study revealed that the degree of relationship

between perception and preference was close to perfection at 0.655 (i.e. it was high), meaning

that one can tell for sure that perception relates to

preference for a particular network provider whether positively or negatively.

Hypotheses

The results of the three hypotheses were

accepted.

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4.8 Limitation of the Study

The study is limited in three major ways which include; the scope of the study, the

location studied and the shortfall of questionnaire/interview instruments.

In terms of the scope, this study focused on only the customer relations programmes

and packages of GSM operators in Nigeria and did not by any means venture into other areas

of corporate public relations like corporate social responsibility (CSR) programmes of

network providers. It has been noted that CSR also has a way of building positive image for a

company, a kind of image that can aid patronage of a company‟s products/services. By not

delving into this other aspect of image building (CSR), the findings of this study can only be

applied to the customer relations programmes of the GSM service providers in the country.

Another aspect of the study that limited its findings was the area studied. Given that

GSM services are provided for the whole country and the service providers design

programmes for the whole consumers in the country and not south-easterners alone, a

complete knowledge of the consumers‟ perception of the customer relations programmes of

GSM service providers would have been gotten by studying the opinion of Nigerians in

general. By studying only the south-eastern part of the country, the findings of this study can

only be applied to the perception of the south-easterners.

The limitation of questionnaire is another aspect that might have influenced the

findings of this study. In most cases, respondents just willingly fill anything they want on the

questionnaire and return it to the researcher, who is under obligation to interpret the

information supplied by the respondents, given that the instrument does not show any sign of

damage or mutilation. In the case of interview, some respondents who are in the best position

167

may not want to speak with you in person as a result of ignorance. Even some of those

willing to grant you interview, will deliberately keep some vital information away from the

researcher as a way to protect their business. Again, this is simply an evidence that they do

not fully understand the nature of research-oriented interviews, despite effort made to explain

to some of them. This type of limitation is outside the control of the researcher.

168

REFERENCES

Bitner, M. J., Faranda, W. T., Hubbert, A. R. & Zeithaml, V. A. (1997). Customer

contributions and roles in service delivery. International Journal of Service Industry

Management. Vol. 8 No. 3, pp. 193-205.

Golitsinski, S. & Kruckeberg, D. (2000). A study of the emergence of public relations in the

Russian Federation. Retrieved May 20th, 2012 from http://www.post-soviet-

prblogspot.com/2009/11/culture-aspect-on-pr-in-russia.html

Higgins, J. (2005). The correlation coefficient. (Chapter 2). Retrieved August 17th

, 2012,

from http://www.biddle.com/document/beg_com_chapter2.pdf

Syahlani, S. P., Rahmadi, P. N. & Haryadi, F. T. (2005). Brand evaluation and consumers'

preference towards pioneer and follower brands: Empirical study on dairy products.

Animal Production. 13 (2):108-114 108

Xevelonakis, E. (2005). Developing retention strategies based on customer profitability in

telecommunications: An empirical study.Database Marketing & Customer Strategy

Management Vol. 12, 3, 226–242. Retrieved April 20, from http://www.fh-hwz.ch/display.cfm/id/100013

Zakaria, Z., Hussin, Z. H., Sawal, W. Z., Ngah, K. & Noordin, N. (2011). Customer

satisfaction in municipal services: An empirical study in Majlis Perbandaran Sungai

Petani (MPSPK). International Conference on Management and Artificial

Intelligence IPEDR vol.6, Retrieved April 20 2012, from http://www.ipedr.com/vol6/25-A10020.pdf

169

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

The analysis of data has uncovered several issues relating to the research questions

raised in this study. One of the issues bothered on the awareness level of the customers on the

customer relations packages of these GSM companies in the country, which revealed that

51.1% of the sampled population had high level awareness of the customer care packages of

these GSM providers in the country. This finding which was supported with interview data

revealed that 90% of the respondents also have high awareness of the customer relations

packages of the GSM companies in the country.

It was also found that on the issues of accessibility, some of the customer relations

packages are easy to access while others are not. For instance, 50% of the sampled

population of the study indicated that walk-in centres, help lines/direct lines and value added

services (free airtime, data bundle and SMS) were very accessible to customers, while 67.3%

of the same sampled population of the study opined that web self service/e-care were less

accessible to customers. The interview also noted that 80% of the respondents indicated that

walk-in centres and value added services were very accessible to customers. The implication

of this finding means that the customer have a role to play in accessing some of these

services created by these companies, especially those that would require the consumer to log

on to the Internet to get e-care or web self services.

The study also found that the interviewees and the respondents see the customer

relations programmes of the GSM providers in the country as not completely satisfactory,

even though they are well planned. This argument is anchored on the fact that 35.6%

170

respondents and 100% interviewees reported that the customer relations packages are

properly planned but poorly executed in some cases. This means that the ideas in most

packages designed for the customers might be very interesting but not satisfying.

Further analysis also revealed that there were many factors which influenced

consumers‟ preference for a particular GSM provider in the country, some of which included;

quality of services rendered, good customer care and free benefits, the availability of a

network service, good network provision and low cost of a network service. However, the

quality of services rendered ranked highest in the list of consideration for a particular

network provider with 28.5%, while 35% of the interviewed respondents noted that low cost

of network services influenced their preference for a particular network provider.

Finally, the study found that the correlation (i.e. r = 0.655) between perception and

preference indicated a positive relationship between perception and preference, due to the

plus sign in the result, meaning that there is a positive relationship between perception and

preference for a particular network provider when it comes to the company‟s customer

relations programmes (i.e. positive perception does translate to positive patronage and that

negative perception does translate to negative patronage). It was also indicated that the

direction of relationship is linear, moving from the lower part of the left side of the graph to

the top side of the right part of the graph. It was also found that the degree of relationship

between perception and preference is close to perfection (i.e. it is high).

Also, the test result of the main hypothesis revealed that it was accepted. The test

result indicated that there is a significant relationship between consumers‟ perception of the

customer relations packages of GSM companies and their preference for a particular service

provider. The test revealed that perception relates with preference at point r, where p – value

171

is equal to 0.00; meaning that the hypothesis which holds that “the perception of consumers‟

on the customer relations of GSM operators in Nigeria is directly related to consumers‟

preference for a particular network provider”, is valid and accepted. The other accepted

hypotheses reads thus; “the level of awareness of consumers‟ on the customer relations

packages of GSM operators in Nigeria influences their patronage for a particular network

provider”, and “the patronage of a particular GSM provider is influenced by the degree of

accessibility of their customer relations packages”.

5.2 Conclusion

This study concludes that GSM companies in the country have developed different

approaches to maintain and retain the loyalty of their customers, considering the fact that

they have nine broad categories of the customer relations packages (programmes) which

include; walk-in-centres, help line, feedback form, web self service, frequently Asked

Questions (FAQ), value added services, e-charge, advice on packages and guidance on usage

and billings. These packages have various subordinates that are flexible to use, depending on

the need of the customer at a particular time.

Having these programmes are not enough, it is important to have them communicated

to the customers who can then make gainful use of them. A situation where only 51% of the

respondents claim to have good knowledge of the customer relations programmes of the

GSM companies in the country as against 49% who do not know much about these packages

is not encouraging. GSM companies should know that in a competitive market awareness of

good relations is everything to the companies. The jostle for the remaining 49% is

imperative: and in creating this awareness for the remaining portion of the subscribers, it is

important to make the access to these packages more flexible so that the customers can

172

access them and maximise the services of the companies. Since 67.3% of the same sampled

population of the study reported that web self service/e-care were less accessible to

customers, it means that the GSM companies might not be doing enough to make these

packages as flexible as possible.

It is very important to add that GSM companies should pay attention to the design

and execution of their customer relations programmes because the way they are designed and

executed do not indicate that customers are completely satisfied with the packages. These

packages might seem wonderful in the eyes of the companies because they are out to make

profit but might not be the direct reflection of the consumers whose needs are as take. There

is no doubt that most of these programmes are well planned but do not reflect the need of the

consumer, who is expected to be satisfied through customer relations. This conclusion is

anchored on the fact that 35.6% respondents which is the highest in the percentage

distribution and 100% interviewees reported that the customer relations packages of GSM

companies in the country are properly planned but poorly executed in some cases.

Though the customer relations programmes of GSM companies in the country are

important to the survival of the company, it is obvious that it is not the only factor that

ensures the survival of any company. This study concludes that the neglect of some of the

factors that respondents have identified in this study would lead to a great loss to the

company. Good and effective customer relations programmes without ensuring that they are

complemented with some of these factors would amount to nothing. These factors include;

quality of services rendered, the availability of a network service, good network provision

and low cost of a network service.

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Finally, GSM operators should know that there is a strong relationship between the

perception of the customers about their customer relations programmes and the customers‟

preference for a particular GSM operator in the country. This means they need to take

seriously what the customer thinks at every point in time. A correlation of 0.655 between

perception and preference is enough reason to worry, because it indicates high relationship

that is positive at that. The hypothesis of this relationship was tested and accepted which

further clarifies this situation.

5.3 Recommendations

The recommendations of this study are provided along four broad categories which

include: corporate, consumer, theoretical and research recommendations.

Corporate recommendations

In line with paying attention to the customer relations packages of GSM companies in

the country, it is recommended that companies should try to carry out research to know the

various needs of the customers‟, so as to design programmes that can satisfy them. The idea

of designing a programme with the notion that the customers‟ would like it is not advisable,

because the perception the customer‟s hold about these programmes are very important to the

company‟s growth.

It is also recommended that some of the customer relations packages that are already

in existence be made more interactive and participatory so that customers‟ would have the

impression that their needs are the basic reasons for the establishment of the company. This

will afford the consumers the opportunity to explain and discuss their services and network

oriented problems with the companies.

174

In order to increase accessibility, it would be proper to create new direct call lines for

the purpose of those who are far from the walk-in centres and busy at work, so that they can

easily call an agent of the company who will address their problem or offer advice on new

packages. This new line will not be the free customer care line (answering machine), but one

that consumers can be required to pay for at a friendly rate. This can help those in both urban

and rural areas to manage their service problems: And for those who are tech savvy, this

accessibility issue can take the form of interactive forum or chat box on the websites of the

companies.

GSM operators should make conscious effort to publicise their packages and draw a

clear line of demarcation between the new package and the old ones and what consumers

stand to enjoy or lose if they switch over to the new package. This is the major way by which

consumers can make informed choices as to the way forward in selecting a better network

service provider and a particular package offered by the network company.

Consumer recommendation

Service consumers on their part should make good use of all the available resources at

their disposal to source for information on the best package(s) to use. This is because most of

the packages they want have already been provided by these companies in their online web

self service, e-care and the frequently asked question online environment. This is among the

ways they would locate the perfect programme that best address their needs.

175

Theoretical recommendation

This study recommends the development of a mini theoretical construct known as

theory of customer relations and perception. This theory proposes that when the customers of

an organisation perceive the customer relations programmes/packages of that organisation as

designed to benefit the organisation and not the customer, the customers would develop some

level of apathy towards that company. It suffices that if the people see the organisation as

customer friendly and as an organisation built around the satisfaction of its customers, the

more disposed they would be to patronise the company given that all other palliatives remain

constant.

This construct is based on the result of research question six and the hypothesis which

sought to find out whether there is a relationship between the perception of consumers on the

customer relations programmes of GSM companies in Nigeria and their preference for a

particular network provider. The result of the calculated correlation indicated there exist a

relationship at = 0.655.

Invariably, it implies that the perception of consumers towards the customer relations

programmes of GSM operators in the country has a positive relationship to consumers‟

preference for a particular network provider. By this positive status, it means that the positive

perception of the consumer towards the customer relations of a particular GSM companies in

the country does necessary translate to high preference for that company. In fact, it means

that the more the positive perception towards a company customer relations programmes, the

more likely the consumer will patronise the product(s) of the company. This is, on the

surface, what this particular positive correlation denotes.

176

Against this backdrop, it can be said that because there is a positive relationship

between perception and preference; therefore it implies that the positive perception of

consumers towards the customer relations programmes of a particular GSM operators in the

country will lead to high consumers‟ preference for that particular network provider.

Research recommendations

Considering the volume of resource materials that have been committed to this study,

it is herein recommended as a resource material for those that would be conducting studies in

this and other related areas.

The study also recommends that further studies related to the justification and test of

the theoretical construct proposed above be conducted. This might involve the development

of a study using the grounded theory research design. This will help researchers to collect

qualitative data that can throw more light on the direction and development of the theoretical

construct.

It is also recommended that a study which assesses the nature of the corporate social

responsibilities (CRM) of these GSM companies be carried out in order to cover the whole

areas of the activities of these companies. This is because the inception report of NCC

covered the nature of the network services of the GSM companies, while this current study

looked at their customer relations programmes. Another study examining the CRM of these

companies will help cover the whole areas of the activities of GSM companies in the country,

thereby creating room for a meta-analytical study that can summarise the whole research

conducted in these areas.

177

The study further recommends a study on the comparison between the customer

relations programmes/CSR programmes of the four GSM service providers in the country

and how these programmes affects the company‟s corporate image.

178

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186

APPENDIX I

Department of Mass Communication,

University of Nigeria, Nsukka,

Nigeria.

Sir/Ma,

Request for the Completion of Questionnaire

I am a doctoral student of the above named department/university, conducting a

research titled “Consumers Perception of GSM Operators‟ Customer Relations Programmes

in South-East, Nigeria”. I am sampling the opinion of people in your neighbourhood

regarding the customer relations of GSM companies in Nigeria. It will interest you to know

that this exercise is taking place in all the states in the south-eastern part of the country.

Please, I request that you help complete the questionnaire. Your name will not be

written on this form, hence, the confidentiality of your responses is guaranteed. The

information collected from you will help us understand people‟s perception of the customer

relations of GSM companies in Nigerian.

Thanks.

Yours faithfully,

Onyebuchi Alexander.

187

QUESTIONNAIRE

A. IDENTIFICATION

Identification Number:____________________________________________________

Town and State of Interview: ______________________________________________

Name and Signature of Interviewer:_________________________________________

Name and Signature of Supervisor:__________________________________________

Date: _________________________________________________________________

B RESPONDENT’S CHARACTERISTICS

Kindly fill and tick () where appropriate

1. Sex: Male Female

2. Age in Years:

Less than 18 18-30 31-40 51-50 51-60

Over 60

3. Marital Status:

Single Married Separated Divorced

Widowed

4. Educational Level:

None Primary Secondary Tertiary

Post Tertiary

5. Occupation (indicate the category you belong to and the level/profession):

(i) Public Sector Employee (ii) Private Sector Employee

(iii) Self Employed (iv) Full-time Student

188

6. Please complete the following Table based on your usage of telephone lines and networks

7. Of these telephone lines that you currently use their services please tick which one specifically do

you use its service for MOST of your calls? Single response only

Etisalat ----------(1) Globacom ----------- (2) Airtel --------- (3) MTN ---------(4)

C. PERCEPTION OF THE CUSTOMER RELATIONS OF SERVICE PROVIDERS

8. What is your level of awareness of the free benefits and various customer care packages of

the network providers in the country?

Very High ____________________________1

High__________________________________2

Low__________________________________3

Very Low______________________________4

No opinion _____________________________5

9. Which of the SERVICE PROVIDER (SPs) do you know much about their packages?

Airtel__________ 1

Globacom_______ 2

NETWORK

YOU

SUBSCRIBE

TO

Regular Line Alternative

Line(s)

GS

M

Non-

GSM

GS

M

Non-

GSM

Etisalat 01 01

Globacom 02 02

Airtel 03 03

MTN 04 04

189

MTN ___________3

Etisalat__________5

10. How accessible are these customer care packages to you?

Items Very accessible Accessible Less

accessible

Not

accessible

No

opinion

Walk-in-centers

Help line/direct line

Web self services

Value added packages

(free bundles & credits)

Advice/Guidance on

packages/Usage

11. What do you think about the various services of telecomm operators‟ in the country

that offer free services to customers and provide channels for problem solving? (Please thick

only one appropriately)

Properly planned and satisfactory 01

Properly planned but not satisfactory 02

Poorly planned but satisfactory 03

Poorly planned and not satisfactory 04

No opinion 05

12. How would you rate your perception of the various services of GSM operators in the

country that has to do with offering free services to customers and providing channels for

problem solving? (Please thick only once in each of the rows)

Very high High Low Very low No opinion Total/%

I have …….. opinion

that the various services

of GSM operators in the

country that has to do

with offering free

services to customers

190

and providing channels

for problem solving are

properly planned and

satisfactory.

I have …….. opinion

that the various services

of GSM operators in the

country that has to do

with offering free

services to customers

and providing channels

for problem solving are

properly planned but not

satisfactory.

I have …….. opinion

that the various services

of GSM operators in the

country that has to do

with offering free

services to customers

and providing channels

for problem solving are

poorly planned but

satisfactory.

I have …….. opinion

that the various services

of GSM operators in the

country that has to do

with offering free

services to customers

and providing channels

for problem solving are

poorly planned and not

satisfactory.

Total

13. How satisfied are you with the customer relations approaches stated in question no. 16

above?

Very Satisfied_____________________1

Satisfied__________________________2

Dissatisfied________________________3

Very Dissatisfied___________________4

Neither Satisfied nor Dissatisfied ______5

191

14. Which of the service provider (SP) do you think their customer relations is more

satisfactory?

Airtel__________1

Globacom_______2

MTN __________3

Etisalat_________4

15. What do you think are the factors responsible for consumer choice for a particular

network provider in the country? (Please thick only one appropriately)

Services rendered 1

Good customer care and free benefits 2

Availability of a network 3

Good network provision 4

Low cost of a network service 5

16. How would you rate your response regarding the factors responsible for consumers‟

choice for a particular network provider in the country? (Please thick only once in each of the

rows)

Very high High Low Very low No opinion Total/%

I have …….. view

that the quality of

services rendered by

GSM providers

influenced my

choice of network to

patronise.

I have …….. view

that good customer

care and free

benefits provided by

GSM operators

influenced my

choice of network to

patronise.

I have …….. view

that the availability

of a network service

GSM providers

influenced my

choice of network to

patronise.

I have …….. view

192

that good network

provision by GSM

providers influenced

my choice of

network to patronise.

I have …….. view

that the low cost of a

network service by

GSM providers

influenced my

choice of network to

patronise.

Total

193

APPENDIX II

Department of Mass Communication,

University of Nigeria, Nsukka,

Nigeria.

Sir/Ma,

Request for the Grant of Interview

I am a doctoral student of the above named department/university, conducting a

research titled “Consumers Perception of the Customer Relations of GSM Companies in

Nigeria”. I am sampling the opinions of people in order to find out their opinion regarding

the customer relations programmes of GSM companies in the country.

Please, I request that you grant me an interview opportunity with you within your

convenient time in August. You can be rest assured that the confidentiality of your responses

is guaranteed. The information collected from you will help us understand the perception and

preference of consumers on the customer relations programmes of GSM companies in

Nigeria.

Thanks.

Yours faithfully,

Onyebuchi Alexander.

194

INTERVIEW SCHEDULE FOR SERVICE CONSUMERS

A. OPINION OF CONSUMERS ON CUSTOMER RELATIONS PACKAGES OF

GSM COMPANIES IN NIGERIA

Pleasantries

1. Are you aware of the customer relations programmes of GSM operators in Nigeria?

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

Follow up questions __________________________________________________

2. What can you say about these packages?

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

follow up questions _____________________________________________________

3. Do you think these packages are accessible? How?

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

follow up questions _____________________________________________________

195

4. What is your perception concerning the customer relations packages carried out by

these GSM companies?

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Follow up questions

______________________________________________________

5. What would you say is the major factor(s) that influence your choice or preference for

a particular service provider in the country?

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Follow up questions _____________________________________________________

6. Would you say your opinion of the customer relations packages of these GSM

companies influences their preference for a particular network provider?

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Follow up questions _____________________________________________________

Thanks.