ABSTRACT
Customer satisfaction is a fundamental marketing construct in the last three decades.In the past, it was unpopular and unaccepted concept because companies thought it was more important to gain new customers than retain the existing ones.However,in this present decade,companies have gained better understanding of the importance of customer satisfaction (especially service producing companies) and adopted it as a high priority operational goal.
This study aimed at investigating the overall customer satisfaction of the mobile telecoms industry in Nigeria, factors influencing satisfaction and the relationship between satisfaction and demographics.The results obtained in this research indicated that 57% of the respondents were satisfied and 5% highly satisfied.The combination of network quality,billing,validity period and customer support(mobile services attributes)showed strong relationship with satisfaction while age,gender,location and employment variables showed weak relationship.
Title page TABLE OF CONTENTS 1
Abstract 2
Acknowledgements 3
Table of contents 4
List of tables 7
List of figures 8
Preface 9
CHAPTER ONE
1.1 Introduction 11
1.1.1 Background 11
1.1.2 Objective and purpose of study 15
CHAPTER TWO
2.1 Literature review 17
2.1.1 Customer satisfaction 17
2.1.1 a Definition 17
2.1.1 b Antecedents 22
2.1.1 c Assessment and benefits 30
2.1.1 d Consequences 35
2.2 Demographics and customer satisfaction 38
CHAPTER THREE
3.1 Research method 42
3.1.1 Research framework 42
3.1.2 Selection of interviewers 43
3.1.3 Selection of respondents 44
3.1.4 Research instrument 45
3.2 CHAPTER FOUR Research design 48
4.1 Data analysis and discussion 49
4.1.1 Frequency statistics 49
4.1.2 Analysis of customer satisfaction 50
4.2 Customer satisfaction among the demographic variables 51
4.3 Factors influencing customer satisfaction 54
4.3.1 Relationship between network quality and satisfaction 54
4.3.2 Relationship between billing and customer satisfaction 55
4.3.3 Relationship between validity period and satisfaction 55
4.3.4 Relationship between customer support and satisfaction 56
4.3.5 Relationship between network quality,billing,validity period,customer support and customer satisfaction 57
4.4 Relationship between demographic variables and satisfaction 58
4.4.1 Relationship between age and customer satisfaction 58
4.4.2 Relationship between gender and customer satisfaction 59
4.4.3 Relationship between location and customer satisfaction 60
4.4.4 Relationship between employment and customer satisfaction 60
4.4.5 Relationship between age,gender and satisfaction 61
4.4.6 Relationship between age,location and satisfaction 61
4.4.7 Relationship between age,employment and satisfaction 62
4.4.8 Relationship between gender,location and satisfaction 62
4.4.9 Relationship between gender,employment and satisfaction 63
4.4.10 Relationship between location, employment and satisfaction 63
4.4.11 Relationship between age,gender,location,employment and customer satisfaction 64
CHAPTER FIVE
5.1 Conclusion 65
REFERENCE 68
APPENDIXES
App.1
Questionnaire 81
App.2-17
Full details of the data analysis 83
LIST OF TABLES
3.1 Operational definitions 47
4.1 Frequency statistics 49
4.2 Customer satisfaction frequency statistics 50
4.3 Customer satisfaction with the demographic groups 51
4.4 Customer satisfaction in 2 categories of demographic groups 52
4.5 Relationship between network quality and satisfaction 54
4.6 Relationship between billing and satisfaction 55
4.7 Relationship between validity period and satisfaction 55
4.8 Relationship between customer support and satisfaction 56
4.9
Relationship between network quality,billing,validity period,customer support and satisfaction 57
4.10 Relationship between age and customer satisfaction 58
4.11 Relationship between gender and customer satisfaction 59
4.12 Relationship between location and customer satisfaction 60
4.13 Relationship between employment and satisfaction 60
4.14 Relationship between age, gender and satisfaction 61
4.15 Relationship between age, location and satisfaction 61
4.16 Relationship between age, employment and satisfaction 62
4.17 Relationship between gender, location and satisfaction 62
4.18 Relationship between gender, employment and satisfaction 63
4.19 Relationship between location, employment and satisfaction 63
4.20 Relationship between age,gender,location,employment and customer satisfaction 64
LIST OF FIGURES
2.1 American Customer Satisfaction Model(ACSM) 34
3.1 Conceptual structure of the study 43
4.1 Pie-chart representation of customer satisfaction 50
