Creating, Communicating and Sustaining Customer’s Value: A Survey of the Telecommunication Service Providers in Nigeria

PETER, DANJUMA U., ATODO OCHOLI WILFREDS & OGAH AROME VICTOR

Department of Marketing, Federal Polytechnic Idah 

Department of Languages, Federal Polytechnic Idah

Department of Marketing, Federal Polytechnic, Ado Ekiti, Ekiti State

E-mail: pitadanjesus@yahoo.com & victorogah2008@yahoo.com

ABSTRACT

Disconfirmation paradigm posits that there are variations in the performance of a product when compared to what customers held as their own expectation that means, expectations disconfirmation and performance influences customers satisfaction, repeat purchases and word of mouth about the products and/or services provided. This research paper titled “Creating, Communicating and Sustaining Customer’s Value on the use of Wireless Telephone in Lokoja, Kogi State, Nigeria” is written to evaluate the extent of customer’s satisfaction on the use of mobile telephone. The researchers reached 323 respondents in Lokoja through the survey method.  Data was obtained through the questionnaire method and analyzed using simple percentage, frequency table mean score and the modified five points Likert scale, while the hypotheses were tested using the Spearman rank order correlation and Z-test statistical tool. (The findings of the study showed that communication is a veritable tool in every human society and customer’s value towards the use of wireless telephone is pivotal to the growth of the market). The paper recommends that customer’s value assessment should be constantly carried out in order to improve customer’s satisfaction towards the use of wireless telephone.

Keywords: Expectation Disconfirmation, Customers Satisfaction, Products/Service Providers, Communication, Sustaining Customer’s Value