Title: Understanding customers' expectations for delivering satisfactory and competitive services experience

Authors: Andy Fred Wali; N. Gladson Nwokah

Addresses: Department of Business Administration, Federal University Wukari, 200 Katsina-Ala Road, P.M.B. 1020, Taraba State, Nigeria ' Department of Marketing, Rivers State University, Port Harcourt, PMB 5080, Nigeria

Abstract: This present study attempts to understand Nigeria mobile telecommunications (MT) consumers' voice call and data services expectations for delivering satisfactory and competitive service experiences. The multi-level qualitative research design with single face to face (F2F) interview and focus group (FG) approaches were employed. 22 samples were drawn from Nigeria MT sector heterogonous consumer population in Port Harcourt-Rivers State of Nigeria. One FG with 12 participants and ten single F2F interviews were held and data was analysed using content analysis technique with NVivo 11 software. Our result shows that some customers of selected firms are less satisfied with their offerings. This is because these firms lack knowledge of their customers' expectations. Also, five positively rated factors: service quality, price bundling, complaints management, consumer right education and consumer market research are key thematic expectations that support the delivery of satisfactory services experience and competitiveness. This study contributes to the literature on consumer behaviour research by revealing customers' expectation for MT voice and data services in Nigeria and how these expectations drive customer satisfaction (CSAT) and retention (CRT) as well as business competitiveness. However, continental MT operators and researchers should understand that factors of customers' expectations are peculiar to a specific country.

Keywords: customer satisfaction; CSAT; customer retention; services experience; qualitative methods; NVivo 11; mobile telecommunications; MT; customers' expectations.

DOI: 10.1504/IJEMR.2018.092695

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.3, pp.254 - 268

Received: 19 Jan 2017
Accepted: 13 Apr 2017
Published online: 28 Jun 2018 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article