Abstract
The study examined the influence of service quality on preference for mobile telecommunication (GSM) service providers among students of tertiary institutions in Lagos State. Specifically, the study determined the influence of service assurance on preference for GSM service provider and assessed the influence of service empathy on preference for GSM service providers among students of tertiary institutions in Lagos State. Findings from the study revealed that service assurance positively and significantly influenced preference for mobile telecommunication (GSM) service providers among students of tertiary institutions (Adj. R2 = .008, F (8,1051) = 2.110, p <.05). Also, findings from the study indicated that empathy positively and significantly influenced preference for mobile telecommunication (GSM) service providers among students of tertiary institutions (Adj. R2 = .008, F (8, 1051) = 2.110, p <.05). The study concluded that increased service quality led to increased preference for GSM service providers among students of tertiary institutions in Lagos State. Thus, an increase in service quality led to an increase in preference for GSM service providers among students of tertiary institutions in Lagos State. Therefore GSM service providers should improve on service assurance and service empathy to enhance consumers’ preference.
 Keywords: Service quality, customer preference, assurance, empathy, telecommunication
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