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 pageTABLE OF CONTENTS1
Abstract2
Acknowledgements3
Table of contents4
List of tables7
List of figures8
Preface9
CHAPTER ONE
1.1Introduction11
1.1.1Background11
1.1.2Objective and purpose of study15
CHAPTER TWO
2.1 Literature review17
2.1.1Customer satisfaction17
2.1.1 aDefinition17
2.1.1 bAntecedents22
2.1.1 cAssessment and benefits30
2.1.1 d Consequences35
2.2Demographics and customer satisfaction38
CHAPTER THREE
3.1Research method42
3.1.1Research framework42
3.1.2Selection of interviewers43
3.1.3Selection of respondents44
3.1.4Research instrument45
3.2 CHAPTER FOURResearch design48
4.1Data analysis and discussion49
4.1.1Frequency statistics49
4.1.2Analysis of customer satisfaction50
4.2Customer satisfaction among the demographic variables 51
4.3Factors influencing customer satisfaction54
4.3.1 Relationship between network quality and satisfaction54
4.3.2 Relationship between billing and customer satisfaction55
4.3.3Relationship between validity period and satisfaction55
4.3.4Relationship between customer support and satisfaction56
4.3.5Relationship 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 satisfaction58
4.4.2 Relationship between gender and customer satisfaction 59
4.4.3Relationship between location and customer satisfaction60
4.4.4 Relationship between employment and customer satisfaction60
4.4.5Relationship between age,gender and satisfaction61
4.4.6Relationship between age,location and satisfaction 61
4.4.7Relationship between age,employment and satisfaction62
4.4.8Relationship between gender,location and satisfaction62
4.4.9Relationship between gender,employment and satisfaction63
4.4.10Relationship between location, employment and satisfaction63
4.4.11Relationship between age,gender,location,employment and customer satisfaction 64
CHAPTER FIVE
5.1Conclusion 65
REFERENCE68
APPENDIXES
App.1
Questionnaire81
App.2-17
Full details of the data analysis83
LIST OF TABLES
3.1Operational definitions 47
4.1Frequency statistics49
4.2Customer satisfaction frequency statistics 50
4.3Customer satisfaction with the demographic groups51
4.4Customer satisfaction in 2 categories of demographic groups52
4.5Relationship between network quality and satisfaction54
4.6Relationship between billing and satisfaction55
4.7 Relationship between validity period and satisfaction 55
4.8Relationship between customer support and satisfaction56
4.9
Relationship between network quality,billing,validity period,customer support and satisfaction 57
4.10 Relationship between age and customer satisfaction58
4.11 Relationship between gender and customer satisfaction 59
4.12 Relationship between location and customer satisfaction 60
4.13 Relationship between employment and satisfaction60
4.14 Relationship between age, gender and satisfaction61
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
4.20Relationship 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