ARTICLE SUMMARY
| Title: | Effectiveness of MTN's Customer Relations Strategies/Services in Ebonyi State, Nigeria |
| Author(s): | Oji, Zainab A. |
| Abstract: | MTN Nigeria is believed to be the most popular network service provider across the country as applicable to Ebonyi State. To maintain the control of the market in the country and in Ebonyi state, MTN Nigeria consistently provides quite a number of strategic customer relations services. Consequently, this study evaluated customers' level of satisfaction with these services and the propensity of these services to retain customers' loyalty to MTN Nigeria network services. The study is anchored on Service Quality theory. It adopted cross sectional survey research design through which a sample of 400 respondents was drawn using Taro Yamane's sample size determination formula, while multi-stage sampling technique was used to select the respondents. The instrument of data collection was questionnaire, designed and administered to respondents by the researchers. The data collected were analyzed using simple percentage while chi-square formula was used to test the hypotheses. The result of the findings revealed that majority of the correspondents have high level satisfaction with MTN Nigeria' customer relations services in Ebonyi State and that these services are still retaining the patronage loyalty of the teeming customers in the state. The study recommends that MTN needs to reduce the cost of some of her services such the cost for sending text messages and data procurement to be lower than that of other competitors like Airtel and Glo. This will help to ensure the continuous retention of customer loyalty to the MTN brands. |
| Keywords: | Customer Relations, Effectiveness, MTN Nigeria, Strategy, Services |
Editorial Board
EDITOR-IN CHIEF
Prof. Jonathan E. Aliede
DEPUTY EDITOR-IN CHIEF
Agatha Obiageri Orji-Egwu, Ph.D
MANAGING EDITOR
SÃmon Ugochukwu Nwankwo, Ph.D
EDITORS
Prof. Ifeyinwa Nsude
Prof. Angela Nwanmuo
Prof. Tyotom Keghku
Prof. Muyiwa Poopola
Prof. Nnanyelugo Okoro
Prof L. I. Ogbuoshi
Ruth. Chika Okorie, Ph.D
Adeola Sidikat Oyrleke, Ph.D
Celestine Ukeoma, Ph.D