TELECOMMUNICATION SERVICE FEATURES: STRATEGIES FOR INFLUENCING SUBSCRIBERS’ PREFERENCES IN NIGERIA

Abstract

Currently, telecommunication subscribers in Nigeria like never before are faced with the incessant introduction of varying and enticing features such as, call tariffs and data rates, and innovative mobile services by the four network providers in Nigeria (Airtel, MTN, Glo & 9mobile). Access to internet has made subscribers more knowledgeable about sophistication of information technology, service quality expectations and preferences. However, subscribers have continued to experience incessant failures in network availability, poor service quality, drop calls, high data and call rates at minimal value and poor customer service experiences. Hence, this study aimed to determine the features used by mobile telecommunication organisations as strategies that influence subscribers’ preferences for value and better service experiences. To achieve the specific objectives, this study adopted the cross-sectional survey research design to collect primary data from a sample size of 285 participants across various states in Nigeria, and who are subscribers to the various telecommunication service providers in Nigeria. The research instrument was subjected to content and construct validity, while the reliability test of the instrument indicated a Cronbach Alpha value of α = 0.835. The study adopted an online survey platform to administer and collect data for the study, while collected data were analysed using descriptive statistical tools. The findings established and concludes that, telecommunication product features such as lower call tariffs, data rates and various online transactional services; broad network coverage features; and service quality features offered by telecom service providers influences subscribers’ preference of mobile telecommunication service providers.

Keywords: Differentiation, Product Quality, Network Coverage, Service Quality, Subscribers Preferences