Perceived price fairness and customer satisfaction in the Nigerian Mobile Telecommunication Industry
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Date
2019
Authors
Omoera, C.I.
Rahim, A.G.
Journal Title
Journal ISSN
Volume Title
Publisher
Uniosun Journal of Employment Relations and Management
Abstract
The quest to appreciate the relationship between subscribers' perceived price fairness and customer satisfaction necessitated this study. The fundamental aim of this study is to establish whether perceived price fairness is related to customer satisfaction in the Nigerian telecommunication industry. This study also intends to establish objectivity as a dimension of price fairness. Therefore, to achieve the objective, a cross-sectional survey method was employed using the descriptive research design. A well-structured questionnaire was used as data gathering instrument. The questionnaire was validated through content validity while forty-five copies were used for pilot study and reliability test. Cronbach Alpha of above 0.84 was obtained for all the variables. The entire subscribers of the four active telecommunication network providers in the five tertiary institutions in Lagos State were taken as the study population. Multistage sampling technique was employed to draw the sample size of 610 from the target population. The data collected were subjected to analysis using the Pearson's Product Moment Correlation, Simple Regression and Analysis of Variance (ANOVA), with the aid of the Statistical Package for the Social Sciences (SPSS) software version 20. The findings revealed that a positive and statistically significant relationship between the predictor (perceived price fairness) and the dependent variable (customer satisfaction). (R = 0.451, p =0.000 < 0.05). It is therefore recommended that the management of mobile network providers should ensure that all necessary factors are objectively integrated when fixing prices for their services to guarantee customer satisfaction as well as gain a competitive advantage
Description
Scholarly article
Keywords
Price fairness , Customer satisfaction , Subscribers , Nigeria , Research Subject Categories::SOCIAL SCIENCES
Citation
Omoera, C.I., & Rahim, A.G. (2019). Perceived price fairness and customer satisfaction in the Nigerian Mobile Telecommunication Industry. Uniosun Journal of Employment Relations and Management, 1(2), 1-29