Nigerian Telecommunication Industry Research Articles

The Challenges and Opportunities of Emerging Markets for Firm Internationalization

This study examines the challenges and opportunities of firm internationalization in emerging markets, using MTN Nigeria as a case study. Through a mixed-methods approach involving semi-structured interviews, document analysis, and a survey of 150 MTN Nigeria employees and managers, the study identifies the key challenges faced by the company, including weak and unstable regulatory environment, infrastructure deficiencies, intense competition, cultural differences, lack of skilled local talent, and corruption. The study also highlights the main opportunities capitalized on by MTN Nigeria, such as the large and growing population, liberalizing telecommunications sector, potential for innovation in digital and financial services, growing middle class, untapped market segments, and strategic partnerships with local firms. The findings are compared with existing literature, revealing consistencies, extensions, and implications for theory and practice. The study contributes to the understanding of firm internationalization in emerging markets by providing a nuanced analysis of the specific challenges, opportunities, and strategies in the Nigerian telecommunications industry. It also highlights the limitations of existing theories and the need for adaptation to the unique institutional, cultural, and competitive contexts of emerging markets. The study offers recommendations for future research, including comparative studies across different emerging markets and critical examinations of the broader societal and developmental implications of firm internationalization.

Entrepreneurial Orientation and Market Responsiveness in the Nigerian Telecommunications Industry

The study emphasis on the empirical relationship between entrepreneurial orientation and market responsiveness in the Nigerian telecommunications industry. The study is quantitative in nature with a cross-sectional research design. Twenty-eight (28) management level employees were inclusive to form the study participants from different downstream telecom firms in Bayelsa state. Structured questionnaire was established as the primary instrument for data collection, and the collected data was analysed inferentially using spearman rank correlational coefficient with the aid of SPSS software. From the analytical perspective, the result shows that there is a significant relationship between entrepreneurship orientation as a practice and market responsiveness. It was also revealed that all dimensions of the independent variable as a significant correlation with market responsiveness in the telecom firms. It was recommended that the studied firms need to find new market possibilities and gain domination, management of telecommunications companies must encourage innovation.

Assessing the Effects of Consumer Sales Promotion and Consumer Buying Behaviour in the Telecommunication Industry of Nigeria

The study aims to investigate the effects of consumer sales promotion on consumer buying behaviour in the Nigerian telecommunication industry. 280 customers of the major telecommunication firms in Lagos were conveniently selected to administer questionnaire on. The SPSS version 23 was employed for data analysis. The study’s findings revealed among other things that management commitment, heightened competition, rising advertising cost and the desire to increase sales volumes were the reason why telecommunications firms in Nigeria adopt consumer sales promotion. Additionally, it was also revealed that pilfering of premiums, difficulty in raising the prices of product/service once they were discounted, a great deal of experience is required to execute consumer sales promotion are the challenges found to be associated with the use of consumer sales promotion in the telecommunication industry in Nigeria. Notwithstanding these challenges, majority of these methods were found to impact consumer buying behaviour significantly. On the basis of the findings, the study, recommends that telecommunication firms should focus on using the consumer sales promotion methods such as buy-one-get-one-free and price discount as an effective marketing strategy to topple the competition and to increase sales. However, since management’s commitment is vital in making the consumer sales promotion successful, the firms should get management committed to the marketing strategy. Given that the cost of advertising is on the rise, the strategy can save the firms some money. Also, since the use of consumer sales promotion is associated with some intricate challenges, the telecommunication managers should tread cautiously when considering the strategy. Management should consider people with expertise or well-vexed individuals to execute this strategy to reduce pilfering of premiums, mal-redemption and to be able to adjust price once the promotion is over

The moderating effect of brand loyalty on service quality and customer satisfaction in the telecommunications industry in northwest Nigeria

This study investigates the moderating effect of brand loyalty on service quality and customer satisfaction in the telecommunications industry in Northwest Nigeria. A cross-sectional descriptive survey design was utilized, which permits the collection of data from respondents at a certain point in time. The convenience sampling method was used, and structured questionnaires were administered to the customers of Airtel Nigeria telecommunications company using a service performance (SERVPERF) model. Out of the 768 questionnaires administered, 390 valid responses were analyzed, and the hypotheses were tested with the aid of SmartPLS 4. The results for the direct relationships indicate that reliability, assurance, responsiveness, and tangibility were significantly and positively related with customer satisfaction, while empathy had no significant effect on customer satisfaction. For the indirect relationships, brand loyalty was not found to moderate the relationships between the five SERVPERF dimensions and customer satisfaction. The study concludes that regardless of brand loyalty, service quality remains the only driving force of customer satisfaction in the Nigerian telecommunications industry. It is therefore recommended that Airtel should find ways to transcend their competitors and ensure the continued loyalty of their subscribers, especially by tailoring services to customers’ needs. It is also recommended that the company should ensure a pleasant and seamless experience for their subscribers during calls or when accessing the internet. The Nigerian Communications Commission (NCC) should continue to monitor the quality of the services provided by telecommunications companies and sanction those that provide sub-standard services.

The Impact of Promotional Pricing on Marketing Performance in the Nigerian Telecommunication Industry. A Study of MTN Enugu State Nigeria

The study aims to discover how promotional pricing affects marketing performance at MTN in Nigeria's Enugu State. Multiple linear regressions were employed to evaluate the hypotheses, and a quantitative research approach was used. An explanatory research approach was used to investigate and explain the effect of promotional pricing on marketing performance. The probability sampling method, which selects the sample using stratified randomization, was employed in this investigation. The sample size was calculated using the RAOSOFT sample size calculator, which suggested a sample size of 297. Factor analysis was then performed to test the validity of the numerous scale items that make up the subconstruct in the model. Kaiser-Meyer-Olkin (KMO) and Cronbach's alpha were used to test the data's sufficiency, appropriateness, and robustness. The SPSS 28.0 version was used to analyse the information gathered from respondents. The findings demonstrate that promotional pricing influences customer satisfactions, brand switching, and customer loyalty among MTN consumers in Enugu State, Nigeria. The outcomes further support the model's applicability and robustness in evaluating the correlations among the variables that are important to this investigation. It is advised that MTN in Nigeria's Enugu State take customer pleasure into account as a precondition for boosting customer loyalty through special pricing. The paper ends with a call for additional research to examine the model's applicability and robustness in a wide range of contexts and industries. Keywords: Customer brand switching, Customer loyalty, Customer satisfaction and promotional pricing.

Effects of Relationship Marketing on Organizational Performance in The Nigerian Telecommunication Industry. A Case of Airtel Telecommunication Company in Nigeria

In the current business world, organizational performance depends on identifying, attracting, acquiring and maintaining customers in the highly intensive competitive environment. This study identifies how organizational performance can be enhanced through customer relationship marketing capabilities. Population of this research was Airtel Telecommunication Company in the South-western part of Nigeria. Population of this research consists mainly of customers of Airtel Telecommunication Company in the South-western part of Nigeria. The data collection was done through the distribution of online and offline questionnaires on organizational performance and competition intensity. Logistic regression analysis test was used for further analysis. Findings revealed that good relationship with their customers, help the organizations to enhance their profitability and get the competitive advantage in the market place. This paper will enable organizations (especially organizations in the telecommunications sector) to understand and use their customers relation marketing capabilities in a good way.

Corporate Social Responsibility and Competitive Advantage in Nigerian Telecommunication Industry: A Study of MTN Nigeria

The study explored the effect of corporate social responsibility on competitive advantage in Nigerian telecommunication industry. The research specifically examined the effect of ethical, philanthropic, legal and economic responsibilities on competitive advantage in Nigerian telecommunication industry. A survey research design was adopted. The population of the study included of 1326 staff of MTN Nigeria and 250 staff were purposively sampled. The study utilized questionnaire as the instrument of data collection and data collected from participants were analysed using descriptive statistics and regression analysis with the aid of the Statistical Package for Social Sciences (SPSS 23). The study found that ethical responsibility has a positive and significant effect on competitive advantage. The study also found a positive and significant effect of philanthropic responsibility on competitive advantage. There is a positive and significant effect of legal and economic responsibilities on competitive advantage in Nigerian telecommunication industry. The study concludes that corporate social responsibility practices considerably sustain competiveness in Nigerian telecommunication industry. It recommends amongst others that management of telecommunication companies in Nigeria should increase their commitment to ethical responsibility activities such as community projects and environmental protection in order to enhance peaceful coexistence with people within their environment.

Economic Evolution of The Nigerian Telecommunication Industry: Emne’s and Downstream Value Chain Transmission

Recent developments in the Nigerian telecommunication industry have significantly been attracting multinational investors from emerging markets into the country, especially from African and Asian countries. This has led to massive influx of investors into the country’s Global System for Mobile (GSM)communications market since 2001. This paper investigates the value chain effect of these developments on the telecommunications sector of the Nigerian economy. There is focus on the industry itself, subsidiary industries as well as the downstream value chain creation arising from the influx of emerging markets multinational enterprises (EMNEs) into the sector. Using basic statistical techniques, the study finds that the entrance of the multinational investors into the industry following the market liberalization policy of 1999 has not only created a vibrant telecommunications market but also enhanced the value chain on the Nigerian economy at large. The findings of this study provide further insight into the value chain creation debate as it concerns the telecommunications industry not just in Nigeria but in countries of similar economic stature and structure. Additionally, the findings are important to the regulators and policy makers in developed and developing economies alike, for evidence-based policies.

History оf Telecommunication Law in Nigeria

The telecommunications sector is a significant contributor to the global economy and is vital to the competitiveness of the economy. Market liberalization’s goal and objective encompasses both general economic growth and the advantages to consumers of lower pricing, more service options, higher service quality, and a wider selection of products. As a means of enacting regulatory changes in the telecommunications sector, telecommunications regulation is of the utmost importance. In the telecommunications sector, regulatory reform has become a crucial area. For regulatory reforms to be successful, regulatory regimes must be transparent, consistent, and all-encompassing, encompassing everything from setting up the right institutional framework to liberalizing network industries, promoting and enforcing competition law and policy, and opening both internal and external markets to trade. This article examines the historical background of telecommunications in Nigeria is traced. It examines several developments that have taken place in the Nigerian telecommunications industry. It further examines several regulatory regimes in the Nigerian telecommunications industry prior to Nigeria’s independence in 1960 and post-independence till 2003.

Experience Marketing and Customer Retention in the Nigerian Telecommunications Industry

The Nigerian Telecommunications Industry is classified as the fastest-growing and most competitive Telecommunications industry in the world. It has the largest subscriber base in Africa with over 150 million subscribers. Due to the increased competitiveness in the telecommunication industry in Nigeria, customer retention has become the focus of telecommunication providers. It is in this light that this paper is built. Hence, the general objective of the paper is to determine the effect of experience marketing on customer retention in the Nigerian Telecommunications industry. The study made use of primary data gotten through a validated set of structured questionnaires which was distributed to a selected sample of 402 respondents within the six states of the south-south geo-political zone of the Niger Delta Area of Nigeria, which are Akwa-Ibom, Bayelsa, Calabar, Edo, Delta and River States. The paper adopted correlation and regression analysis to test the formulated research questions and hypotheses. After the analysis, it was discovered that there was a strong and positive effect of experience marketing on customer retention in the Nigerian Telecommunications industry. The study, therefore, concluded that Customer Service Quality, Customer Brand Relationship, and Customer Emotional Experience are good indicators and dimensions of Experience Marketing that could increase the degree to which customer retention is enhanced in Telecommunication Firms in Nigeria. Hence, it was recommended, among others, that Telecommunication operators in Nigeria must switch from the traditional marketing approach to an experience-based marketing strategy if they want to remain relevant and competitive in the globalised telecommunication industry.

Marketing Mix Elements and Brand Loyalty in the Nigerian Telecommunication Industry

This study examined the impact of marketing mix elements on brand loyalty in Nigerian telecommunication firms. The general objective is to examine the impact of marketing mix elements on brand loyalty in Nigerian telecommunication firms. The specific objectives of the study are to examine the effect of price on brand loyalty, to investigate the relationship between distribution and brand loyalty, to determine the effect of promotion on brand loyalty and to examine the effect of product on brand loyalty. The study adopted the descriptive survey design method. The population of the study was one hundred and thirty three (133) from selected telecommunication firms in Asaba, Delta State. A stratified sampling technique was used to select the respondents in each of the selected telecommunication firms in Asaba. Findings revealed the extent to which price, distribution, promotion and product affect brand loyalty. The study concludes that distribution strategy has a significant relationship with product management. The study also concludes that telecommunication firms use integrated marketing communications strategy as their major promotion strategy which is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. The study recommends that telecommunication firms should use price promotion strategies, such as uses price discounts, free samples, and bonus packs to increase customers’ intention to purchase their products and hence, increase in sales volume.

Service Quality, Price and Consumer Switching Behaviour in The Nigerian Telecommunication Industry, Moderating Effect of Value Added Services on the Relationship

The main objective of this study is to examine the Determinants of consumer switching behaviour in Nigerian telecommunication industry, the moderating role of value added services. Data were collected from the students of tertiary institutions in Borno state, North eastern Nigeria using a cross-sectional study design. The study adopted Kriejcie and Morgan (1970) rule of thumb and arrived at 382 respondents and questionnaires were distributed and collected through the personally-administered method. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the study hypothesis. This study finds that Value Added Services have significant influence on consumer switching behaviour, while Service Quality and Price have no significant influence on consumer switching behaviour, it also finds that value added services does not moderate the relationship between service quality, price and consumer switching behaviour. The results of this study provide important insights to managers, mobile operators and researchers to further understand the factors that influence consumers to switch from one service provider to another in the Nigerian telecommunication industry. Mobile operators should concentrate on factors like value added services so as to attract more customers to their network.

Service System Innovation and Service Quality of Telecommunication firms in Nigeria

This study explores the relationship between service system innovation and service quality in Nigerian telecommunication firms. The objective is to determine the relationships between service system innovation and service quality and identify the key drivers of service system innovation in the telecommunication industry. The study adopts a quantitative research approach, using a survey questionnaire to collect data from 200 customers of three major telecommunication firms in Nigeria. Data analysis is conducted using descriptive statistics and partial least square – structural equation modelling (PLS-SEM). The findings reveal a significant positive relationship between service system innovation and service quality in the Nigerian telecommunication industry. The results also indicate that the key drivers of service system innovation in the industry include idea generation, service development and commercialization. The study concludes that telecommunication firms in Nigeria can enhance their service quality by investing in service system innovation and focusing on the key drivers identified in this study. This research contributes to the existing body of knowledge by providing empirical evidence of the relationship between service system innovation and service quality in the Nigerian telecommunication industry, as well as identifying the key drivers of service system innovation in the industry. The study recommends that telecommunication firms in Nigeria should prioritize service system innovation to remain competitive in the industry and meet the increasing demands of customers.

Meaningfulness and Employee Innovative Behaviour in the Nigerian Telecommunication Industry

The goal of this study was to figure out what kind of link there was between Meaningfulness, a psychological empowerment characteristic, and employee innovative behaviour. The study was done in the telecommunications industry, which is a big business in Nigeria's south-south area. It used a lot of questionnaires to get the information it needed. Using metrics like idea generation, idea development, and idea implementation, the researchers were able to measure how creative each employee was. They were chosen from a pool of 310 people in the telecommunications industry. The data was looked at both descriptively and inferentially. We used the Spearman Rank Order Correlation Coefficient (rho) in the descriptive analysis, while regression analysis and the Spearman Rank Order Correlation Coefficient (rho) were used in the inferential analysis. Based on what the research said, meaningfulness had a mild positive relationship on idea formation and development. However, it also had a high and significant effect on how the concept was put into practice. Thus, the data showed, among other things, that meaningfulness is important when it comes to certain tasks, and it also plays a big role in the collective action that positions businesses in their industry.

Strategic Foresight and Agility: Upholding Sustainable Competitiveness Among SMEs During COVID-19 Pandemic

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Corporate Social Responsibility in the Telecommunication Industry—Driver of Entrepreneurship

Beyond the conventional understanding of corporate social responsibility (CSR) as a voluntary obligation for promoting triple-bottom-line CSR, development-oriented CSR is emerging and requires empirical investigation. This organisation-level research fills this gap by exploring development-oriented CSR as a driver of entrepreneurship in Nigeria. Arising from the review of the literature, human capital theory and stakeholder theory provided theoretical groundings for the study. The empirical study provides an enhanced understanding of development-oriented CSR that incorporates entrepreneurship into the extant literature. The target comprised multiple stakeholders in the Nigerian telecommunication industry, from which a sample of 369 responses were analysed using descriptive and inferential statistics. The five tested hypotheses showed mixed results. The stakeholder management and economic dimensions of development-oriented CSR were found to have significant positive effects on entrepreneurship. However, the environmental, national, and social dimensions do not have significant positive effects on entrepreneurship. Overall, it was found that development-oriented CSR is a potential driver of entrepreneurship in the Nigerian telecommunication industry, but the predictability is weak (15%). The study concludes with practical implications and recommendations for further research in this multidisciplinary field.

An Empirical Analysis of the Importance of Teamwork on Project Management: The Case of Nigeria Telecommunication Sector

The purpose of the study was to evaluate the importance of teamwork in project management in the Nigerian telecommunication industry. Data was collected across 310 telecommunication firms and analyzed using descriptive statistics and a t-test. The study found that teamwork is significant in meeting project timelines, project efficiency, reduction in project costs, enhanced project quality and improve customer satisfaction. Keywords: Project, Project Management, Teamwork.

Market Segmentation and Competitive Advantage in Nigerian Telecommunications

The purpose of this study is to determine the effect of market segmentation on competitive advantage in the Nigerian telecommunications service sector in the Lagos state. Motivation: The Nigerian government's decision to liberalize the communication industry has increased rivalry among enterprises, implying that a market segmentation approach will improve both transaction flow and the quality of life. As a result, enterprises in the telecommunications sector must look beyond their financial capabilities and concentrate their efforts on developing a market positioning strategy that results in competitive advantage. Therefore, this study seeks to identify segmentation dimensions and their influence on competitive advantage and performance holistically: The focus was designed to establish the effect of factors of market segmentation such as measurability, accessibility, size, homogeneity, uniqueness and sustainability of a market segment on competitive advantage in the Nigerian telecom service industry. Data: A study of some selected telecommunications companies in the Lagos State, Nigeria, was adopted. Both purposive and accidental sampling was used to select a sample of 370 members of the population involved in the study using the Taro Yamane. Tools: Simple percentages and frequency tables were used as descriptive statistics, while Pearson correlation and Regression analysis were used for hypotheses testing. Findings: The study results indicate that measurability, accessibility, uniqueness, and size of a market segment are the most significant market segmentation variables that affect business competitive advantage in the Nigerian telecommunication industry. As such, to achieve competitive advantage through market segmentation, these variables must be well identified and strategically attained. Contribution: By comprehensively integrating and connecting the characteristics of market segmentation to competitive advantage, this study provides an understanding meaning to market segmentation based on the conceptual model. The study's implications for policymakers include that they should enhance these segmentation factors by incorporating additional characteristics outside of market segmentation to complement the market segmentation variables examined in this study in order to maintain competitiveness. Additionally, marketers may leverage customer relationship management (CRM) to create profitable market segments capable of recruiting new clients and lowering customer retention costs.

Customer Satisfaction and Complaints Management in the Nigerian Telecommunication Industry

This study examined “Customer Satisfaction and Complaints Management in the Telecommunication Industry in Nigeria”. Specifically, it aimed at finding out the extent to which customers are satisfied or dissatisfied with the services provided by mobile telecommunication operators and to find out the level of customer satisfaction with the ways telecommunication firms handle their complaints. To achieve the objectives of the study, five telecommunication firms were chosen. The research instrument (questionnaire) was administered on a total of five hundred (500) randomly selected customers of MTN, GLOBACOM, Airtel, 9mobile, and Multi-links. Data obtained were coded and analyzed using descriptive and inferential statistics such as the frequency tables, One-way Analysis of Variance (ANOVA) and the t-test for the difference between two population means. The sampling technique used in the study was the multistage cluster sampling. The findings from the research revealed that the proportion of customers who are satisfied with the services provided by mobile telecommunication firms is the same as those that are dissatisfied. It was thus recommended that telecommunication service providers should take bold steps to improve on their services in order to enhance customer satisfaction as this is key to achieving growth and profitability.

Service Quality and Customer Satisfaction with Complaint Management in The Nigerian Telecommunication Industry

This study examined “service quality and customer satisfaction with complaint management in the Nigeria’s telecommunication industry”. Specifically, it aimed at finding out the extent to which customers are satisfied or dissatisfied with the quality of services provided by mobile telecommunication operators and to investigate the extent to which dissatisfied customers complain regarding the services of their mobile telecommunication providers. The research instrument (questionnaire) was administered on a total of five hundred (500) randomly selected customers of MTN, GLOBACOM, Airtel, 9mobile, and Multi-links. Data obtained were coded and analyzed using descriptive and inferential statistics such as the frequency tables, One-way Analysis of Variance (ANOVA) and the ‘t’ test for the difference between two population means. The sampling technique used in the study was the multi-stage cluster sampling. The findings from the research revealed that the proportion of customers who are satisfied with the services provided by mobile telecommunication firms is the same as those that are dissatisfied. It was thus recommended that telecommunication service providers should take bold steps to improve on their services in order to enhance customer satisfaction as this is key to achieving growth and profitability.