MARKETING FOR SERVICE FIRMS: STRATEGIES FOR IMPROVING SERVICE QUALITY IN TELECOMMUNICATION INDUSTRY IN NIGERIA

ABSTRACT
Due to constant complaint about the unavaibility and provision of
telecommunication services in Nigeria, this research work tends to answer basic
customer questions and complaints, and present it to the awareness of telecom
firms in enabling them providing quality services, and for the effective
marketability of their projects. This research work seeks to answer research
question about low call rates gaining market expansion, the application of total
quality management in providing quality services, effective mobile communication
in boosting rural-urban business transaction and innovations in attaining
customer’s loyalty.

University of Nigeria, Enugu Campus (UNEC) was adopted as
the population size, and instruments for data collection were the use of
questionnaire and interviews, and the hypotheses were analyzed using the chisquare
statistical tool. Based on the analysis of data and test of hypothesis, all null
hypothesis of no relationship was rejected. So therefore it is accepted that there is
a relationship between low call-rates and market expansion, innovation and
customer’s loyalty, TQM and quality service and effective communication to ruralurban
business transaction. Finally based on the findings, it is recommended that
management of telecommunication industry should adopt low call-rates as an
integral part of their marketing strategy in increasing the market share; to
satisfying the continuous needs of customers, continuous innovative
product/services should be developed in sustaining customer’s loyalty; the
implementation of the total quality management concept is recommended to all
levels of management in the telecom industry to providing quality services for
customers; and the promotion of telecom services should be extended to the rural
areas for effective agro business transactions to the urban areas.

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