Telecommunication Industry In Nigeria Research Articles

Branding as a Tool for Increasing Customer Loyalty in the Telecommunication Industry in Nigeria

Branding as a Tool for Increasing Customer Loyalty in the Telecommunication Industry in Nigeria

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

Technology acceptance and users’ satisfactions with telecommunication services

Technological innovation and advancement have augmented the space of productivity in terms of quality and quantity, goods and services delivery and the removal of overall stress embedded in jobs. This achievement also comes with the challenge of technology acceptance as well as user satisfaction with the technology, especially in the telecommunication industry in Nigeria. Hence, the objectives of this research are to determine the extent of users’ satisfaction in the telecommunication industry and examine the technology acceptance of telecommunication products. Two thousand participants were selected for the study in the Ibadan metropolis and Pearson Product Moment Correlation (PPMC) was used in analysing the information gathered from respondents. The result of the analysis (r = .713, n= 2000, P (.003) < 0.05) revealed that participants considered factors such as availability of the network, network coverage, quality of service and call rate before choosing a network provider or telecommunication brand in the studied area. It was concluded in this study that participants considered factors such as availability of service, novelty technology, service availability, call rate and data rate before choosing a brand of telecommunication service in the study area. The research showed that service availability, call rate and data rate are factors considered by customers before choosing a brand of telecommunication service. The research also revealed that telecommunication service is an accepted technology in the studied area with some inherent challenges. Going by the outcomes of this study, it can be concluded that there is a correlation between the users’ satisfaction and technological acceptance in telecommunication industries in Nigeria. It is therefore recommended that telecommunication providers should enhance the quality of service and minimize the call rate, especially on phone calls and short message services (SMS) in other to satisfy their customers and win more patronage.

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.

PRIVATIZATION AND COMMERCIALIZATION POLICY IN THE TELECOMMUNICATION INDUSTRY IN NIGERIA

This study focused on the privatization and commercialization policy in the telecommunication industry in Nigeria, within the period 2012-2020. The objective of the study was to evaluate the impact of the privatization and telecommunication industry on the nation’s economy. The paper utilized the secondary source of data and desk analysis in discussing the paper. The paper highlighted some challenges facing the Nigerian telecommunication industry in its new era which amongst others include, inadequate power supply, and transmission infrastructural challenges. In a cross examination of the policy under review, the paper discovered amongst others that, privatization and commercialization in Nigerian telecommunication industry have affected the economy positively. Also, the paper revealed that the deregulation of the telecommunication industry has provided a huge boost in the growth of the industry. In terms of employment opportunities, the study revealed that, the privatization and commercialization of the telecommunication has improved the employment rate in Nigeria. The paper therefore concluded that privatization and commercialization of the telecommunication industry has opened up new frontiers for communication and expanded the economic base of the economy. The paper recommended amongst others that the government should continue to create a conducive environment for the telecommunication industry to flourish.

An Investigation into Project Management Best Practices in Nigeria’s Telecommunication Industry

The purpose of the study was to investigate project management best practices in Nigeria’s telecommunication industry. Data was collected across 379 telecommunication firms and analyzed using the descriptive method. The study found that telecommunication firms in Nigeria adopt the best project management practices. Best project management practices are widespread in the telecommunication industry in Nigeria. The project management practices adopted by telecommunication firms include holding initial meetings of all the project stakeholders, the development of project scope management, keeping all related parties updated throughout the project’s lifecycle, the creating of resource plan, the creation of a response risk team, transparency in the implementation of projects, setting realistic project milestone and review of project performance.

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.

Mobile devices as tools for implementing digital classroom in Nigeria

The use of Internet ready mobile devices such as mobile phones, tablets and laptop computers has made access to information readily available to users of such devices. Since the privatization of the telecommunication industry in Nigeria, competition amongst the telecom companies has led to a drop in the cost of internet resources. This, with the influx of low-cost and fairly-used mobile devices from overseas, has made it possible for many Nigerians to own internet-ready mobile devices. The objective of this study to leverage undergraduates’ love for technology, to improve their participation in academic activities, and in turn increase Return On Investment (ROI), through producing graduates with technological skill. To achieve this, Some of the Courses presently in the students’ curriculum were taught using android and iOS mobile apps, and course group platforms were created using WhatsApp or Telegram, depending on class size. Technology Acceptance Model (TAM) was used to assess the undergraduates’ readiness to welcome the innovation of digital learning, the result showed no significant relationship between students’ love for technology and their ability to learn academic content. The second hypothesis tested if the use of mobile-based applications for learning affects students’ skill acquisition level. The result of this test showed that there is a statistically significant relationship, and that there exists a positive relationship between high mobile learning and skill acquisition., however, the results obtained from the two hypotheses suggest that blending Mobile device-based teaching into the present traditional mode in the absence of equipped computer laboratories is the more accepted learning method.

DEVELOPMENT OF INVESTMENT POLICY FOR STIMULATING A COMPANY’S ECONOMIC ACTIVITY IN NIGERIA (based on MTN company)

The type of investment policy in any country has a big influence on the level of growth and development of business activities. If the investment policy is favorable and adaptive, it enhances business activities to flourish and bring economic development. However, if it is not, it can stifle business growth and economic development in the country.
 This article analyzes the impact of the foreign direct investment policy adopted by the Nigerian Government on economic growth in the country with a particular focus on MTN Nigeria, a foremost telecommunication company in Nigeria. It further analysis the economic activities of MTN as a company by its impact on the GDP of Nigeria as a country, the company’s financial activities, threats and risks it has to combat and mitigate inorder for it to achieve these phenomenal and outstanding results over the years of its existence as a corporate entity in Nigeria.
 The article therefore summarily establishes foreign direct investment policy as one of the investment policies that drive economic growth and business development especially in the telecommunication industry in Nigeria. It compares the foreign direct investment policy in Nigeria as against the indigenization policy previously adopted which stifled the growth of businesses in Nigeria and further recommends the foreign direct policy as a more effective and liberal policy that allows the Nigerian economy to thrive and business economic activities to grow at the same time.

Corporate Reputation and Customer Satisfaction in the Telecommunication Industry in Nigeria

Despite the widespread belief that corporate reputation is a valuable intangible asset that helps firms to compete favourably in the telecommunication industry, the scientific evidence is deficient on how corporate reputation influence customer satisfaction in the study area. The study focused on the relationship between corporate reputation and customer satisfaction. The survey research design method was employed in the study. The research instrument was a validated structured questionnaire. The reliability of the questionnaire was estimated by assessing the internal consistency of the items representing each construct. Cronbach’s alpha was used to establish the reliability of the constructs. The correlation and multiple regression analyses were used in the study. The sample size of 135 respondents was administered with the questionnaire. The finding of the analyses revealed that trustworthiness (B = 0.251, P<.001); corporate social responsibility (B = 0.283, P<.001); credibility (B = 0.198, P<.001) and reliability (B = 0.219, P<.001) were respectively significant and exhibited significant positive effects on customer satisfaction. The major conclusion that emerged from the findings is that corporate reputation is a multifaceted construct whose dimensions have significant positive relationships with marketing performance outcome of customer satisfaction in the mobile telecommunications services industry. In the competitive context, managers should apply the dimensions of corporate reputation that is appropriate for their target segment and develop their customer satisfaction strategy.

Brand promotion cost outlay on financial performance of telecommunications industry in Nigeria

This study ascertained the impact of brand promotion cost outlay on financial performance of telecommunications industry in Nigeria. The research adopted ex-post facto research design and makes use of secondary sources of data. The population of the study comprised the four telecommunications network providers in Nigeria, MTN, GLO, 9Mobile, and Airtel. The study makes use of all the four telecom-munications providers in Nigeria as its sample and obtained the data from their annual financial reports. The study employed the technique of ordinary least square (OLS) based on panel regression analysis. The findings showed that AC increased by a unit percentage, the ROA decreased by -4.1 units; SC increased by a unit, the ROE decreased by -6.7 units; while CE increased by a unit, the PRM increased by -4.3 units, vise visa. The study showed a positive and significant impact of advertising cost on return on asset, positive and significant impact of sales cost on profit margin, positive and significant impact of celebrity endorsement cost on profit margin over the period. The study, therefore, concluded that there is a positive and significant impact of brand promotion cost outlay on financial performance of telecommunication industries in Nigeria. Â

Capitalizing on Game Theory for Optimal Marketing Decision in Service Industry: Evidence From Telecommunication Industry in Nigeria

This article aims to capitalize on game theoretic techniques for optimal service marketing decision based on existing literature review. The study collated relevant literature and reviewed the relationship that exists between game theory and marketing mix—product, price, place, and promotion within the Telecommunication industry. Using the game theory techniques—prisoner’s dilemma, Cournot model, Bertrand model, quasi-game model, Stackelberg model for making marketing decisions—the article shows that there is a consensus among scholars that game theoretic techniques facilitate product, pricing, promotion, and distribution decision in the service industry. In addition, an integrated marketing mix model was developed to support this study.

Investigating Digital Marketing Technologies Usage Extent in the Nigerian Telecommunications Industry: A Study from the Consumers Perspective

Digital communication technologies have become an important part of our daily lives with billions of users on the Internet and social media. This study examined the types of digital marketing technologies available in the telecommunications industry in Nigeria, and determined the extent of usage of the technologies. The study employed a survey method. The Cochran formula was used to calculate an ideal sample size since the total population size of online consumers is infinite. Based on this calculation 500 respondents were surveyed due to the researcher convenience, cost and accessibility to the respondents. Data were collected using both primary and secondary sources. An online well-structured designed questionnaire (Google survey) was attached via online platforms. The questionnaire elicited information on telecommunications service consumers’ characteristics, consumers’ knowledge on different digital marketing tools, and the extent of use of the digital marketing technologies among telecommunications consumers in Nigeria. The results showed that social media marketing 142 (29.3%) was the most commonly used digital marketing technology by telecommunications service consumers. From a general standpoint, with an average weighted mean of 2.69 and maximum rating of 5 shows that Nigerian telecommunications service consumers use digital marketing technologies moderately, with social media networking sites being the most prevalent digital marketing platform used by the consumers with the highest mean value (Mean=3.16, SD=1.37).

Leveraging Customers Loyalty in Telecommunication Industry: The Role of Service Quality and Customer Satisfaction a PLS Approach

This study examines the moderating effect of customer satisfaction on the relationships between service quality dimensions and customer loyalty in mobile telecommunication industry in Nigeria. The study employed SmartPLS3 software for the analysis and hypotheses testing. The results of the study reveal that assurance, empathy, reliability and tangibility are positively related to customer’s loyalty. In addition, customer satisfaction had been found to moderate the relationship between customer loyalty and the five SERVQUAL dimensions with the exception of responsiveness and tangibility. Relationship between responsiveness and customer’s loyalty has been found to be negative. Finally, the study proposed some recommendations and implication for the study. 
 

STRATEGIC CHANGE AND ORGANIZATIONAL TRANSFORMATION PROCESS IN NIGERIAN ORGANIZATIONS

Today’s organizations are confronted with the deepest downturn since the great depressions after The World War II. These distortions have necessitated the need for organizations to consider the issue of organizational change. The objective of this study is to examine the impact of strategic change and organizational transformation process in Nigerian organizations; using selected companies from the Telecommunications industry in Nigeria as a case of study. The data collection tool employed by the researcher was the questionnaire approach and the sampling technique employed by the researcher was the Taro Yemmane sampling technique while the hypothesis formulated was tested using the Z-test statistics. The results from the test of the hypothesis showed that strategic change in the Nigerian Telecommunications industry leads to successful organizational transformation. Based on this, the researcher concluded that organizational change can usher in a host of unwelcome and unavoidable side effects and result in the need for the organization to improve productivity, increase morale or re-define the culture of the organization. It was against this backdrop that the researcher recommended that employees need to be allowed to actively take part in meetings and workshops at the onset where the envisaged changes are discussed and management needs to solicit constant feedback from staff throughout the process and take their views into account when restructuring.

Corporate Social Responsibility on the Performance of Private Telecommunication in Nigeria (A Study of Mtn)

The study examined the effect of corporate social responsibility on the performance of private telecommunication Nigeria (A study of MTN telecommunication Plc). Specifically, the study examine the relationship between economic expectation of corporate social responsibility and the performance of telecommunication industry; evaluate the relationship between legal expectation of corporate social responsibility and the performance of telecommunication industry; investigate the relationship between ethical expectation of corporate social responsibility and the performance of telecommunication and ascertain the relationship between discretional/ philanthropic expectation of corporate social responsibility and the performance of telecommunication industry. The project work employed primary data instruments sourced through 40 self administered questionnaires of which all were collected and analysed using the Pearson Monument Coefficient Correlation Model. The result of finding established that there is statistical significant relationship between economic expectation of corporate social responsibility and performance of telecommunication industry (r-cal 0.564, P 0.05). There is significant relationship between discretional/philanthropic expectation of corporate social responsibility and the performance of telecommunication industry (r-cal 515, P<0.05). The study concluded that corporate social responsibility significantly impact performance of telecommunication industry in Nigeria. Based on the conclusion, the study recommended that CSR activities should be considered as a nation-wide initiative in order to support other initiatives and other regions and not just small groups of beneficiaries or customers for that matter. The study further suggested that organization in the community and the individuals should begins to see themselves as inclusive stakeholders in the wellbeing and welfare of the organization and thus less likely to do anything or take any action that may likely hurt the interest of the organization, thereby promoting corporate efficiency and serving as avenues to reach out to more market segment.

Employee voice and silence in multinational corporations in the mobile telecommunications industry in Nigeria

PurposeThe purpose of this paper is to explore employee voice and silence in the mobile telecommunication industry in Nigeria.Design/methodology/approachAn exploratory qualitative case study methodology was employed in this study. Participant selection was done through a purposeful intensity sampling technique, which resulted in 30 employees from two different multinational organizations and an indigenous organization taking part in in-depth interviews.FindingsFindings show the presence of fear of victimization in the Nigerian workplace embellished by the Sub-Saharan culture and the state of the labor market, which resulted in employee silence. The study revealed that the implementation of culturally adapted employee voice mechanisms within organizations in the mobile telecommunication industry in Nigeria promotes employee voice and organizational performance, whereas a lack thereof results in organizational failure.Research limitations/implicationsA limitation is that the purposive sample of employees from three organizations in the mobile telecommunications industry only permits theoretical and analytic generalization.Practical implicationsA focus on the co-creation of a high-performance work environment and the development of a powerful employee value proposition would foster employee voice.Social implicationsIt will enable multinationals operating in Nigeria understand better how to operate employee voice in order to obtain optimal performance from workers in Sub-Sahara Africa.Originality/valueThis paper contributes to the literature on employee/industrial relations by showing that a high-power-distance national culture and a high unemployment rate affect employee voice and silence, which brings to the fore the importance of adequate employee voice mechanisms through which employees express their voice in order to arrive at beneficial individual and organizational outcomes.

Leaders’ intimidation impression management and subordinates’ affective job commitment in Nigeria

PurposeThe quality of the relationship between leaders and their followers appears to be one of the critical determinants of employees’ commitment at work. For instance, it has been empirically established that the impressions that managers convey of themselves to their subordinates, is a critical factor in the leader-follower relationship. The purpose of this paper is to examine the relationship between leaders’ intimidation impression management (IM) and subordinates’ affective job commitment in the telecommunications industry in Nigeria.Design/methodology/approachThe design adopted for this study is the cross-sectional survey design. The questionnaire was utilized to generate data from a sample of 306 employees from the six major telecommunication companies in Nigeria. The Spearman Rank Correlation Coefficient was used as the inferential test statistic for assessing the relationship between leaders’ intimidation IM and subordinates’ affective job commitment.FindingsThe results showed that leaders’ threat, warning, fear-arousal, and discomfort-arousal all had significant but weak association with subordinates’ affective job commitment. The study thus found that as leaders apply intimidation IM strategies, workers’ sense of emotive attachment to their organization only improves minimally.Research limitations/implicationsData were generated from employees, indicating that the outcome is based on their perception which may be skewed.Practical implicationsThe outcome of the study will help managers in the Nigerian telecommunication industry to avoid the pitfalls that are associated with the arbitrary and excessive use of intimidation as an IM tactic. Rather, they would be guided to encourage good quality leader-member-exchange between them and their subordinates in enhancing individual and organizational performance.Originality/valueThis is the first main work to examine and identify the nature of the predictive effect of leaders’ intimidation IM on subordinates’ affective job commitment in the telecommunications industry in Nigeria.

A Hidden Markov model-based approach in brandswitching (A case study of the Nigerian telecommunication sector)

In this work, we considered a Hidden Markov Model for the Telecommunication Industry in Nigeria. There are five major mobile service providers presently in Nigeria: MTN, AIRTEL, GLOBACOM, ETISALAT and NITEL. We proposed a model for decision making in this sector by examining the rationale behind customers’ brand switching. Our sample comprises of 512 respondents from a total population of 37,083 persons in the University of Benin, which consists of academic staff, non-academic staff and students; using proportional allocation to size in the stratified random sampling. As part of the decision making using the proposed model, we observed a set of marketing strategies and then applied our model to project the mobile service providers that stand a chance of relevance in the sector. Our result suggests that, if subscribers of different networks decide to switch from their current network based on these rationales [Price, Service Quality, Brand loyalty, Price and Trust] in a consecutive period of five years, the best marketing strategies for the mobile service provider [GLOBACOM] in the first three years are Price, Service Quality and Brand loyalty respectively. While the mobile service provider [MTN], should invest in the Pricing System and increase the level of Trust existing between them and their subscribers in the fourth and fifth year respectively.Keywords: Hidden Markov Models; Brand switching; Telecommunication Sector

Integrated Marketing Communications and Customer Loyalty in Nigeria’s Telecommunications Industry

This study focused on integrated marketing communications and customer loyalty in the telecommunications industry in Nigeria. Lagos State, Nigeria constitutes the scope of the study being that it is the commercial hub of Nigeria and there resides a huge population of telecoms subscribers. Survey design was adopted for the study. Cross-sectional data were collected across the twenty local government areas in Lagos State with the aid of a structured questionnaire. The questionnaire administered on 600 telecommunications subscribers yielded 82.3% response rate. Using descriptive statistics, Kaiser-Meyer-Olkin measure of sampling adequacy and Bartlett’s test of sphericity, the data collected were analyzed. The findings reveal that integrated marketing communications (IMC) has a significant positive effect on customer loyalty. The result further shows that each of the proxies of IMC studied influenced customer loyalty at varying degrees, ranging from high to weak extent. It can therefore be inferred that implementation of IMC in the telecommunications industry in Nigeria enhances customer loyalty. Some recommendations were made and the managerial implications highlighted.