Survey of Customer’s Service Expectation and Quality Perception to G.S.M Services in Ondo State

Abstract

The satisfaction derived from services rendered by a company goes a long way in determining the response of consumers to these offerings and this can be either a positive or negative response. Hence, this study looks at customer’s purchase expectations and actions to GSM offerings in Ondo State. To achieve the objective above, this study employs a survey research design. A sample of 385 respondents was selected using multistage sampling, out of a population of about 906,557. The result confirmed that 85% of the GSM subscribers cannot guarantee adequate satisfaction with the quality of services with only one network, hence they use more than one network at the same time, switching over to the next each time they have the problem with one network. Secondly, the study finds that network accessibility has the highest customer’s expectations or satisfaction being met; followed by ease of obtaining call cards. Though tariff cost, network quality and bonus do not count much on expectation or satisfaction in Ondo State. Thirdly, both network accessibility and bonus have negative impacts on consumer perception of network quality but tariff cost, ease of obtaining cards, choice of the network have a positive impact on the perception of network quality. In conclusion, GSM companies need to be conscious of inconveniences encountered by their subscribers and they should do more to take care of those subscribers particularly in areas identified in this study. The study recommends that the companies should put preference on network accessibility to meet the customer expectations and that one of the ways to improve on GSM network quality is to educate consumers on their rights and privileges so that they can fight for their right. This should be championed by the supervising organ of government on GSM communication which is Nigeria Communication Commission (NCC).