Students Preference on Choice of Telecom Service Provider
CHAPTER ONE
OBJECTIVE OF THE STUDY
The Main Objective of the study is to appraise student preference on choice of telecom service provider; The specific objectives include
1 To determine the level of student preference for telecom service provider.
2 To determine the Factors responsible for the choice of telecom service provider.
3 To determine the effect of student preference on choice of telecom service provider.
CHAPTER TWO
LITERATURE REVIEW
Introduction
According to Dimple Turka, et al, (2018), telecom sector is progressing at a good pace. Reliance Jio was launched in September 2016 and provides calling facility free of cost. Due to its attractive offers and discounts, other providers have lost a lot of subscribers. An important reason for success of Jio is 4G internet service. Internet is very popular and it has customers ranging from teens to senior citizens. The profit margin of other providers has seen a decreasing trend since the arrival of Jio. The impact is more evident in case of Airtel. According to Mahesh Bhalakrishnan,et al, (2019), telecom industry is affected by churn rate. Improvement in perceived service quality and overall customer satisfaction is the only way to achieve the goal of customer loyalty. In case of telecom sector, service quality has got various facets. It covers quality of service in terms of network coverage and quality of service in terms of customer service. Customer complaint resolution process should be simple and quick. Customers prefer the telecom provider that can resolve their complaints with ease in a limited period of time. According to Jyoti. (2019), Jio and Airtel are considered arch rivals. Both the companies are well established in the market. Jio is comparatively more popular than Airtel. Jio is popular amongst all age groups. India is country where majority of population is the youth. Jio has been successful in attracting the young customers because of its schemes and services. According to Siddharth Kalra, et al, (2018), marketing strategies of Jio have impacted the customers of the Indian telecom industry. Aggressive pricing policy by Jio has implicitly forced other providers to drop their prices and offer more discounts. With free and unlimited calling services, Jio endeavored to capture a lion‟s share in the market and it was successful up to a great extent. Companies like Vodafone Idea and Airtel were greatly affected by such moves. According to Economic Times Article (August 22, 2019), Reliance Jio has added over 44 million active subscribers over the past six months. Bharti Airtel and Vodafone Idea have lost 20 million and 68 million clients, respectively.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine Students Preference On Choice Of Telecom Service Provider. Students from University of Uyo forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
TEST OF HYPOTHESIS
Ho: there are no Factors responsible for the choice of telecom service provider.
Ho: There is no effect of student preference on choice of telecom service provider.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Students Preference On Choice Of Telecom Service Provider. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of Students Preference On Choice of Telecom Service Provider
Summary
This study was on Students Preference On Choice of Telecom Service Provider. Five objectives were raised which included; To determine the level of student preference for telecom service provider, to determine the Factors responsible for the choice of telecom service provider and to determine the effect of student preference on choice of telecom service provider. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from students from University of Uyo. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The main focus of the study was to determine the relationship between service assurance, service empathy, service reliability, service responsiveness and customers’ satisfaction with GSM service provision among students of University of Uyo. The outcome of the study revealed a significant positive relationship between the constructs examined. However, on the level of influence, the study found that only service empathy was not found to have influence service satisfaction to undergraduate students in the selected university. Nonetheless, the aspect of empathy was particularly striking, implying that service provision that lacks empathy may only draw the attention of the customers to a short period of time. Hence, GSM service providers need to improve on their level of empathy so as to draw more customers to their services.
Recommendation
- Telecommunication providers in Nigeria must maintain a low and friendly tariff in order to increase customer’s choice and level of loyalty thereby reducing brand switch among students.
- The industry should also improve their customer service and value added services, because the findings show that consumers are not fully impressed the quality of these factors. These affect consumers’ choices.
- Telecommunication firms in the industry in Nigeria must see the determinants of consumer’s choice as a very important aspect of it marketing strategy and must be given a serious approach, because it goes a long way to determines the success or failure of the product and the firm in question
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