1. INTRODUCTION:

One of the factors critical for survival, growth and performance of firms in competitive business environment is the application of their resources and capabilities to satisfy the dynamic needs and preferences of their customers better and faster than their competitors. Customer satisfaction is conceptualised as a feeling of displeasure or pleasure of individual resulting from comparing the perceived performance with the individual expectations (Ojo, 2010). Customers are satisfied when the perceived expectation matches the performance of a product. Customers are delighted when the performance exceeds the expectation and they are however dissatisfied when it falls short of expectation. It is the customer satisfaction that connects firms with their customers and also contributes towards the achievement of organisational goals.

The firms’ management must thus ensure that the perception and expectation of services are at least match each other. The main factor determining customer satisfaction is the customers’ own perceptions of service quality. Service quality represents the customer satisfaction or dissatisfaction based on experience of purchase and use of the service (Kotler and Keller, 2009).

Telecommunications industry in Nigeria is a deregulated and competitive sector with many players offering a wider variety of voice, multimedia and data, fixed wireless and wired, Voice on Internet Protocol services to the subscribers. It is the second largest contributor to the Gross Domestic Product (GDP) in Nigeria after the oil and gas industry. However, the growth of telecommunication subscribers in Nigeria is currently not growing. This could be attributed to high market penetration leaving less room for more expansion. This is an indication that the number of subscribers has reached its saturation point, creating and securing new customers is becoming very difficult and costly in terms of deploying marketing strategies for the telecommunications service providers (National Bureau of Statistics, 2019).

Consequently, one of the major issues to be addressed by these firms to remain in business is the need to improve the service quality to enhance customer satisfaction, retain their current subscribers and attract new customers to their networks. This could be achieved by offering a wide range of high quality services that are efficient, cost effective and affordable to existing and potential customers (Hased, Salleh and Gelaidan, 2012). Satisfied customers are generally willing to reuse or repurchase a service than dissatisfied customers. In addition, it is easier and cheaper to keep existing customers than to attract new ones. Invariably, companies that deliver superior service quality are likely to earn more profit, save operational costs and expand their market share better than others that pay little attention to service quality. The most appropriate marketing strategy for these telecommunications firms to continue to excel in the sector is to develop new ways to retain existing customers by heightening customer satisfaction and loyalty (Kim, Park and Jeong 2004, Egena, 2013).

Previous studies to examine the relationship between telecommunications service quality and customer satisfaction have not been given adequate attention in the developing countries. In particular, not enough studies have been conducted on the consumers’ perception on telecommunication service quality in Nigeria especially in the Technical and Vocational Education and Training sector.

In the last two decades, researchers have investigated the perception of customers on the quality of telecommunications services. These studies showed some important findings that can assist these service providers to identify the factors that influence customer satisfaction, retention or loyalty. In Wang, Lo, and Yang (2004), a study was conducted among 80 customers of both China Mobile and China Unicom based on face-to-face survey using SERVQUAL model. The outcome of the study showed that empathy dimension is not significantly related to customer satisfaction while reliability, assurance, tangibles and network quality significantly influence customer satisfaction. However, the study recommended that the findings needed further confirmation from other places considering the differences in people’s values and cultures.

The study by Loke, Taiwo, Salim and Downe (2011) examined the impact of service quality dimensions on the customer satisfaction among users of GSM providers in Malasyia. The study concluded that the customer satisfaction and loyalty are influenced by reliability, responsiveness, assurance and empathy. Ishaq (2011) studied the impact of service quality on the overall customer satisfaction among university students in Pakistan. The study used stepwise regression analysis and concluded that service quality has positive association with the overall customer satisfaction.

Paulrajan and Rajkumar (2011) investigated the factors that affect consumers’ perception to select mobile telecommunication services, particularly in India among 112 customers. The study showed that communication and price were most influential and most preferential factors in selecting telecommunication service providers. In addition, product quality and availability have significant impact on consumers’ selection of cellular mobile service providers. Hased, Salleh and Gelaidan (2011) examined the relationship between perceived quality, perceived value, customer expectation, corporate image, and customer satisfaction. The results of the study based on online data gathered from 118 respondents in Yemen showed that perceived value, perceived quality, customer expectation, and corporate image, have a significant positive direct influence on customer satisfaction but customer expectation has no significant relationship with customer satisfaction. Arokiasamy and Abdullah (2013) examined the impact of the five dimensions of SERVQUAL on customer satisfaction among 225 users of GSM networks in Malaysia. The results indicated that all the service quality dimensions positively influenced customer satisfaction.

The gap between customer expectation and perception regarding mobile phone services in New Delhi was studied in Kushwah and Bhargav (2014). About 500 respondents using mobile phones were engaged for the study based on SERVQUAL model. It was found that there is a significant difference in the expectation and perception of customers of mobile phone service providers. Sharma (2014) investigated factors which influence customer satisfaction among customers of three popular telecommunication companies in Riyadh region of Saudi Arabia. The study conducted among 150 customers showed that that customer satisfaction depends on customer care services, promotion schemes and service quality. Abdul-Aziz, Saeed, and Alexander (2014) examined customer satisfaction in relation to the service delivery of mobile telecommunications networks in Ghana using binary logistic regression model. A total of 1200 respondents was engaged for the study. The study showed that the overall customer satisfaction delivered by the telecommunication service provider depends on income, call quality, added values of services, call charges and network coverage.

The study by Omotayo and Joachim (2008) indicated that there is a strong relationship between customer service, satisfaction and retention in the telecommunication industry based on the perception of 132 respondents in a private university in Nigeria. Ojo (2010) also investigated the relationship between service quality and customer satisfaction in the telecommunication service users in a private University in Nigeria. The empirical study showed that customer satisfaction has impact on service quality and customer perception. However, the study was not based on any of the existing or proposed service quality model. Abdul, Salman and Olotan (2014) examined in a related study, the effect of service quality on customer satisfaction among 172 MTN users in Ilorin, Nigeria. The service quality was measured based on call quality, billing, and customer support and market share. The results of the study analysis showed there is significant relationship between pricing policy and customer satisfaction.

From the review of the previous studies, it is noted that few research studies have been carried out in the developing countries to determine the empirical relationship between service quality dimensions and customer satisfaction among telecommunication service users in Nigeria based on Service Quality (SERVQUAL) model proposed by Parasuraman, Zeithaml and Berry (1988). This gap is a motivation for carrying out this research study. This study will attempt to fill the gap by providing empirical evidence of the relationship between telecommunications service quality and customer satisfaction based on the perception of a cross-section of staff and students in the Nigerian Technical and Vocational Education and Training (TVET) Institutions.

The hypotheses of the study are as follows:

Tangibility has no relationship with customer satisfaction

Reliability has no relationship with customer satisfaction

Responsiveness has no relationship with customer satisfaction

Assurance has no relationship with customer satisfaction

Empathy has no relationship with customer satisfaction

The remaining section of this paper consists of the Materials and Methods, Results and discussions, conclusions.

2.0 MATERIALS AND METHODS:

2.1 Conceptual Model

The conceptual model for the study is based on SERVQUAL model and is applied to determine customers’ perception on the telecommunication service quality. The relationship between the service quality dimensions and customer satisfaction is investigated in this study as shown in Fig. 1. The five dimensions of SERVQUAL model considered in this study are: tangibility; reliability; responsiveness; assurance; and empathy.

Figure 1 Conceptual Model

2.2 Survey instrument:

The study adopted survey research method using questionnaires to collect data from respondents. Each variable on the questionnaire has 4 statements. A 5-point Likert scale ranging from ‘strongly disagree’ (1) to ‘strongly agree’ (5) accompanied each statement to obtain the opinions of the respondents. Questionnaires were distributed to respondents who were randomly selected. Out of 1000 questionnaires distributed to respondents, 900 were administered and returned. The respondent rate of the survey is 90%. This is satisfactory and was higher than 60% to 80% respondent rate reported and recommended in Johnson and Owens (2003).

2.3 Model specifications and definition of variables:

Customer satisfaction (CS) is the dependent variable. The independent variables are: tangibility (TN); reliability (RL); responsiveness (RS); assurance (AS) and empathy (EM). The model for the study is specified as:

Where:

= model specific intercept

= model error term

Each of the variables and the corresponding measured items in the model is defined as stated in table 1. The measured items were used to construct the data measuring instrument.

2.4 Data Analysis Technique:

Descriptive statistics and inferential analysis were performed on the data collected from the respondents using Stata 13.0 statistics/data analysis software. Descriptive statistics takes into account the minimum, maximum, mean and standard deviations of the dependent and independent variables. The inferential analysis considers the correlation and multi-regression analysis. Hypothesis testing and multi-regression analysis were applied to accept or reject the hypothesis of the study, and identify the relationship between the dependent variable and independent variables, respectively.

Table 1 Operational definitions and measurement of variables

Service quality variables	Operational definition	Measured items
Tangibility	Appearance of physical facilities, equipment, personnel, communication materials and documents	Staff neatness and coordination
		State-of-the-art facilities deployment
		Information availability
		Visually appealing offices
Reliability	Ability to perform the promised service perfectly and within a predefined time period	Disruption of network service
		Telecommunication network coverage
		Billing and charges
		Fast connectivity and service
Responsiveness	Willingness to help customer and provide prompt service	Prompt attention and services
		Readiness to help freely
		Willing and ability to resolve issues
		Timing of service delivery
Assurance	Knowledge and courtesy of employees and their ability to convey trust and confidence.	Staff training and support
		Staff courtesy
		Confidentiality of transactions
		Staff confidence
Empathy	Provision of caring, individualised attention to customers and understanding their needs and preferences	Operating business hours
		Orderliness and friendliness
		Effectiveness of communications
		Customers’ needs and preferences
Customer Satisfaction	Consumers response to the difference between performance and expectation of service	Degree of Satisfaction
		Willingness to recommend
		Evaluation of services
		Relationship retention

3.0 RESULTS AND DISCUSSIONS:

3.1 Descriptive Statistics:

Summary of the descriptive statistics results for all the variables used in the study is presented in table 2. There were 900 observations in table 2 including the, minimum and maximum values, mean values of variables and standard deviations from the mean. From table 2, the number of observations is 900 and the average statistic value of customer satisfaction is 11.76, with a standard deviation statistic value of 3.5989. It has a minimum mean value of 4 and a maximum mean value of 20. Also, the mean statistic value of ‘tangibility’ is 14.13, with a standard deviation statistic value of 2.2637. It has a minimum mean value of 8 and a maximum mean value of 18. The average statistic value of ‘responsiveness’ is 12.50, with a standard deviation statistic value of 3.2365. It has a minimum mean value of 4 and a maximum mean value of 19.

In addition, the mean statistic value of ‘reliability’ is 10.84, with a standard deviation statistic value of 3.4545. It has a minimum mean value of 4 and a maximum mean value of 19. Also, the average statistic value of ‘assurance’ is 13.95, with a standard deviation statistic value of 2.5519. It has a minimum mean value of 6 and a maximum mean value of 20. Finally, the average statistic value of empathy is 13.61, with a standard deviation statistic value of 2.8173. It has a minimum mean value of 4 and a maximum mean value of 20.

Table 2 Descriptive statistics of the variables

Vari-able	Observa-tions	Minimum	Maximum	Mean	Standard Deviation
CS	900	4	20	11.76	3.5989
TN	900	8	18	14.13	2.2637
RS	900	4	19	12.50	3.2365
RL	900	4	19	10.84	3.4545
AS	900	6	20	13.95	2.5519
EM	900	4	20	13.61	2.8173

Source: Stata Statistics 13 output based on study data

3.2 Reliability of variables:

Table 3 shows the reliability of the variables. In the study, Cronbach’s alpha coefficients of the variable were found to be within the range of 0.75 to 0.84. Each value exceeded the minimum acceptable level of 0.70 (Seth and Gupta, 2008). Therefore, the data collected could be inferred to be reliable and valid for the study.

Table 3 Reliability values of the variables

Variable Names	Cronbach’s Alpha Coefficient
CS	.7632
TN	.8306
RS	.7878
RL	.7966
AS	.7802
EM	.8113

Source: Stata Statistics 13 output based on study data

3.3 Correlation matrix:

Table 4 shows the Pearson's correlation coefficients of the variables. Based on the analysis in table 4, the results indicated that, generally, there is a positive correlation between the dependent and independent variables, and positive correlation between independent and independent variables. The correlation analysis between customer satisfaction and ‘tangibility’, indicates that there is a significant correlation between the two variables with correlation coefficient, = .3461 at significance level of .01. In addition, there is a significant correlation between customer satisfaction and ‘reliability’, with correlation coefficient, = .7411 at significance level of .01. The results also show that there is a significant correlation between customer satisfaction and ‘responsiveness’, = .5428 at significance level of .01. The results show, there is a significant correlation between customer satisfaction and ‘assurance’, = .3561 at significance level of .01. The results show that, there is a significant correlation between customer satisfaction and ‘empathy’, with the correlation coefficient, = .5804 at significance level of 0.01. It is found that there is a significant correlation between reliability and ‘tangibility’, the correlation coefficient is = .1874 at significance level of .1. In addition, there is a significant correlation between ‘responsiveness’ and ‘tangibility’ with = .3757 at significance level of .01. The correlation between ‘responsiveness’ and ‘reliability’ shows positive significant result that is = .4210 at significance level of .01. Based on the analysis, it can be seen that there is a significant correlation between ‘assurance’ and ‘tangibility’, = .3876 at significance level of 0.01. The correlation coefficient = .2970 at significance level of .01 indicated that there is a significant correlation between ‘assurance’ and ‘reliability’. There is a significant correlation between ‘assurance’ and ‘responsiveness’, = .4372 at significance level of .01. The results indicate that there was a significant correlation between ‘empathy’ and ‘tangibility’, = .2868 at significance level of .01. The result shows, there is a significant correlation between ‘empathy’ and ‘reliability’, = .4772 at significance level of .01. The result shows that, there is a significant correlation between ‘empathy’ and ‘responsiveness’, with the correlation coefficient = .5633 at significance level of .01. Lastly, there is a significant correlation between ‘empathy’ and ‘assurance’, = 0.3438 at significance level of 0.01.

3.4 Normality test:

The quantile–quantile (Q-Q) plot and probability-probability (P-P) plot were used to check the normality of the collected data before deciding on the type of model to use. The Q-Q and P-P plots in figs. 2 and 3 respectively show that the data points are not drastically deviated from the line of best fit. The two plots consistently showed that the variables are normally distributed. In addition, the result of Shapiro-Wilk test was positive and close to one indicating normality (W statistic = 0.96928). Thus, the multi-linear regression model was considered and used for the study.

Table 4 Correlation Matrix

VARIABLES

Pearson Correlation

Sig.

Observation

900

Pearson Correlation

Sig.

Observation

.1874**

.0619

900

Pearson Correlation

Sig.

Observation

.3757*

.0001

900

.4210*

.0000

900

Pearson Correlation

Sig.

Observation

.3876*

.0001

900

.2970*

.0027

900

.4372*

.0000

900

Pearson Correlation

Sig.

Observation

.2868*

.0038

900

.4772*

.0000

900

.5633*

.0000

900

.5438*

.0000

900

Pearson Correlation

Sig.

Observation

.3461*

.0004

900

.7411*

.0000

900

.5429*

.0000

900

.3561*

.0003

900

.5804*

.0000

900

** Correlation is significant at the 0.1 level

* Correlation is significant at the 0.01 level

Source: Stata Statistics 13 output based on study data

Figure 2 Quartile-Quartile plot

Figure 3 Probability-Probability plot

The relative importance of five customer service quality dimensions was determined from the regression analysis based on the values of the beta (β) coefficients. The dimension with the largest coefficient denotes the most important factor in terms of its influence on the overall customer satisfaction. The higher the beta coefficient, the more the contribution of the dimension in explaining the customer satisfaction. As shown in table 6, the results indicate that ‘reliability’ is the most important and influencing service quality dimension, (β) coefficient is .5869, followed by ‘empathy’ with (β) coefficient as .2676, ‘tangibility’ with (β) coefficient as .2231, ‘responsiveness’ with (β) coefficient as .1731 and ‘assurance’ is regarded to be least important factor and negatively influencing customer satisfaction with (β) coefficient as -.0671.

The results in table 6 were employed to test the hypotheses of the study. Firstly, the relationship between ‘tangibility’ and customer satisfaction was examined. The results revealed that the level of significance (.041) is less than 0.05 (confidence level). The hypothesis that there is no significant relationship between ‘tangibility’ and customer satisfaction was rejected. The relationship between ‘reliability’ and customer satisfaction was also examined. The results showed that the level of significance (.000) is less than 0.05 (confidence level). The hypothesis that there is no significant relationship between ‘reliability’ and customer satisfaction was rejected. The relationship between ‘responsiveness’ and customer satisfaction was investigated as well. The results indicated that the level of significance (.049) is less than 0.05 (confidence level). The hypothesis that there is no significant relationship between ‘responsiveness’ and customer satisfaction was rejected. Furthermore, the relationship between ‘assurance’ and customer satisfaction was examined. The results revealed that the level of significance (.532) is higher than 0.05 (confidence level). The hypothesis that there is no significant relationship between ‘assurance’ and customer satisfaction was supported. The results shown in table 6 were employed to determine whether ‘empathy’ has relationship with customer satisfaction. The result of regression analysis indicated that the level of significance (.014) is less than 0.05 (confidence level). The hypothesis that there is no significant relationship between ‘empathy’ and customer satisfaction was rejected. Therefore, table 6 showed that four independent variables were found to be positively related and significant to customer satisfaction and rejected the hypotheses. However, ‘assurance’ was negatively related and insignificant to the customer satisfaction and did support the hypothesis.

3.6 DISCUSSIONS:

The quantitative method of research was adopted in this study. Attempt was made to test the five hypotheses on the relationship between ‘tangibility’, ‘reliability’, ‘responsiveness’, ‘assurance’, ‘empathy’, and customer satisfaction. Table 7 presents the summary of the findings of the study indicating whether the hypotheses were rejected or supported.

Table 7 Summary of Hypothesis Test Results

Hypotheses	Test results
Tangibility has no relationship with customer satisfaction	Rejected
Reliability has no relationship with customer satisfaction	Rejected
Responsiveness has no relationship with customer satisfaction	Rejected
Assurance has no relationship with customer satisfaction	Supported
Empathy has no relationship with customer satisfaction	Rejected

The study conducted among Nigerian TVET staff and students showed that ‘tangibility’, ‘reliability’, ‘responsiveness’ and ‘empathy’ have positively relationship with customer satisfaction while ‘assurance’ was negatively related to it. Out of the five hypothesis test results, ‘tangibility’, ‘reliability’, ‘responsiveness’ and ‘empathy’ were found to have statistical significance at 5% confidence level while ‘assurance’ was not statistically significant.

The results of the study identified the priority areas where telecommunication firms in Nigeria need to improve their services. It also indicates that all service quality dimensions do not contribute equally to the customer’s perception of telecommunication service quality. The study revealed that among the five service quality dimensions, ‘reliability’ is the best predictor, followed by ‘empathy’, ‘tangibility’, ‘responsiveness’ and lastly by ‘assurance’. It is thus suggested that the telecommunication service providers should focus more on ‘reliability’ of their services to enhance customer satisfaction while performance of less important dimensions such as ‘assurance’ may not have significant effect on customers’ perception of the service quality.

From the results of this study, telecommunication service providers are advised to minimize the level of network failure, ensure that telecommunication network coverage and connectivity are excellent, billing and charges are transparent and affordable to the public. In order to achieve this, they should provide adequate resources to upgrade their facilities, ensure regular power supply for all their facilities, expand their networks and provide accurate billing systems. All these which are components of reliability will lead to more customer satisfaction.

Additionally, empathy is regarded as the second predictor of customer satisfaction. It requires that the service providers should give individual attention to customers’ requests and understand their specific preferences and needs. Tangibility appeared as the third important predictor of customer satisfaction. It means service providers need to pay attention on physical appearance of their offices, staff’ neatness, office equipment and printed information materials to retain their customers. Responsiveness is noted to be fourth important predictor of customer satisfaction. This implies that service providers should further train their employees to act promptly to customer enquiries and be willing to resolve customers’ issues as soon as they are reported. Assurance appeared to be the least important service quality dimension affecting the customer satisfaction and was a negative driver to it.

The least importance attached to assurance can be attributed to the fact customers are not bothered by courteous and polite behavior of staff but give more precedence to other dimensions of service quality. Most of the time, the courteous approach of the employees may be a cover up for the lapses or inefficiency of the service providers. While, the staff of the telecommunication service provider are not being discouraged from being polite and exude confidence, the emphasis of the service providers should be more on ‘reliability’ of services that will possibly reduce to the barest minimum the need for regular contact of customers or subscribers with the staff. Thus, the service provider are expected to focus more on important dimensions to achieve high level of customer satisfaction and may add more efforts to raise the less important dimensions to acceptable level.

4. CONCLUSIONS:

The increasing competition among the telecommunication service providers and socio-economic realities in Nigeria has made the sector to be highly dynamic and challenging. These firms are constantly searching for means of retaining their customers and offer superior values to them. It is thus appropriate for the telecommunication service providers to know the salient determinants that will lead to customer satisfaction in order to survive, grow and earn returns on their investments. From the study conducted among Nigerian TVET staff and students to examine their perceptions on the telecommunications service quality, the results show that ‘reliability’, ‘empathy’, ‘tangibility’, ‘responsiveness’ have significant relationship with customer satisfaction. These dimensions are very important to attain high customer satisfaction and on the long run support customer retention and loyalty. The findings of this research study are very useful to the growth of telecommunications service providers in Nigeria. It will stimulate them to pay more attention to reliability of their services on the long run satisfy the varying preferences and needs of their customers.

While the findings in this study are significant, however, one of the key areas for future research study is to extend the study to cover more educational sectors in Nigeria to account for the geographical and socio-cultural differences across the country. Future studies can also be carried out to examine the casual relationship between telecommunication service quality and competitiveness, customer retention or customer loyalty.

5. ACKNOWLEDGMENT:

The helpful comments and valuable suggestions of Dr. A.O. Yahaya of Nigerian Defence Academy, Kaduna are gratefully acknowledged.

6. REFERENCES:

1. Abdul-Aziz, A.R., Saeed, B.I.I., and Alexander A. (2014). Customer satisfaction of mobile telecommunication networks in Ghana: service delivery perspective. Journal of Accounting and Management, 4(1), 61-71.

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3. Arokiasamy, A.R.A., and Abdullah, A.G. (2013). Service quality and customer satisfaction in the cellular telecommunication service provider in Malaysia. Journal of Arts, Science and Commerce, 4(2), 1-9.

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10. Kushwah, S.V., and Bhargav, A. (2014). Service quality expectations and perceptions of telecom sector in India. International Journal of Advancements in Technology, 5(1), 1-10.

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Received on 25.10.2019 Modified on 31.12.2019

Asian Journal of Management. 2020;11(2):139-146.

DOI: 10.5958/2321-5763.2020.00022.0

Model	Beta Coefficients	Standard Error	t	Sig. level	Order of Importance
TN	.2231	.1078	2.07	.041	3
RL	.5869	.0734	7.99	.000	1
RS	.1731	.0870	1.99	.049	4
AS	-.0671	.1070	-.63	.532	5
EM	.2676	.1068	2.51	.014	2
CONSTANT	-2.6259	1.609	-1.63	.106	-