OBJECTIVES OF THE STUDY: The main objective of the study is to find out the relationship between consumers’ perception of quality service and brand preferences of the major players in the Nigerian telecommunication industry.
i. To find out if there is any relationship between the perception of quality service and brand preferences of key players in the telecommunication market in Nigeria.
ii. To determine consumers’ reaction towards the perceived quality of service and brand preferences in the selection of a telecommunication service provider.
The relevant research questions are:
i. Is there any relationship between consumers perception of quality service and brand preference in the telecommunication market in Nigeria?
ii. Do consumers of telecommunication service display positive reaction towards perceived quality service in their brand purchase decisions?
STATEMENT OF HYPOTHESES
Ho: There is no relationship between consumers’ perception of quality service and brand preference in the Nigerian telecommunication market.
Hi: There is a significant relationship between consumers’ perception of quality service and brand preference in the Nigerian telecommunication market.
Ho: Consumers of telecommunication service do not display positive reactions towards quality service and brand preference.
Hi: Consumers of telecommunication service display positive reaction towards quality service in their brand preference.
SCOPE OF THE STUDY
The scope of the study covers the relationship between quality service and brand preferences of key telecommunication service providers in the Nigerian market. Against the background of several telecommunication companies competing for consumers’ attention, an examination of variables such as call completion, fair billing, customer service, reliability, value-added service, prevalence of unethical practices and unsolicited advertising used to attract customers for service subscription are discussed.
The study is restricted to determination of the importance of consumers’ perception of quality service to consumers’ choice of telecommunication service in the Nigerian market. Only the customers of the selected brands are considered subjects in the study. The theoretical and conceptual framework considerations are examined within the framework of quality perception in brand selection of telecommunication service providers.
SIGNIFICANCE OF THE STUDY ON Nigerian telecommunication
The significance of the study is defined in terms of derivable benefits accruable to individual market players in the telecommunication industry in Nigeria and consumers alike. The study is expected to contribute to enhancing market orientation of telecommunication service providers while assisting marketing managers to improve the market design of their brands for better quality perception by consumers.
It is intended to aid marketing managers understand the behaviour of consumers in reaction to quality perception in order to positively influence their brand selection when making purchase decisions. The study is also expected to assist consumers identify value-oriented service providers in their brand selection for purchase decisions. It is therefore expected that the study will contribute to deepening the market through greater value creation by industry players while offering better quality service to consumers and so enhance prospects for greater employment and economic development.
The study is also expected to contribute to the body of scholarly knowledge available to researchers, academics and students alike. This is highlighted through the exposition of key variables important to consumers’ value perception and brand preferences relevant for purchase decisions. The study is therefore expected to be of beneficial interest to telecommunication market participants in Nigeria as well as contribute to economic development of the nation.
DEFINITION OF TERMS
Brand. This is a name, term, sign, symbol, design or their combination intended to identify a telecommunication service provider as well as differentiate it from those of others.
Brand equity. This is the added value endowed to a telecommunication service provider.
Brand preference. This is the choice of a brand of telecommunication service provider by a consumer above other brands on the market.
Consumer. This is a person who subscribes to a telecommunication service provider.
Perception. This is the way a customer view or understands quality of service of a telecommunication service provider.
Quality. This is the discovered value of a telecommunication service provider by search or an experienced evaluation process