VALUE ADDED SERVICES AND CUSTOMER SATISFACTION IN TELECOMMUNICATION INDUSTRY IN NIGERIA

Abstract

This paper examined the relationship between value added services and customer satisfaction in the telecommunication industry in Nigeria. The study adopted the correlation survey research design.Data were collected from 308 students (network subscribers) from Ignatius Ajuru University of Education in Rivers State. A structured questionnaire was used as the main instrument for data collection. The data collected were analyzed statistically while the Spearman Rank Order Correlation Coefficient was used to test the formulated hypotheses. The SPSS version 22.0 was used to aid the data analysis. The findings revealed that all the dimensions of mobile value added services (short messaging services, multimedia messaging services, internet services, entertainment services and information services) were significantly correlated to customer satisfaction. Based on the findings, it was concluded that value added services significantly enhance customer satisfaction in the telecommunication industry in Nigeria. Based on the findings and conclusion, it was recommended that mobile telecommunication companies in Nigeria should continue to provide value added services to their esteem customers as it would enhance customer satisfaction.