OHALE, V. W.
ISINWA, N. C.
Department of Marketing
University of Agriculture and Environmental Sciences
Umuagwo, Imo State, Nigeria.
Abstract
This study was concerned with evaluating the relationship between service quality and customer patronage of telecom services in Imo state, with reference to MTN and Airtel subscribers. Specifically, the study examined the relationship between service quality indices of responsiveness, assurance and coverage and the measurable indices of customer patronage (repeat
purchase and word of mouth communication). 135 copies of questionnaire were analyzed using mean and standard deviation while the study hypotheses were tested with pearson product moment correlation statistical tool. Findings by the study reveal significant positive relationship between the dimensions of service quality (responsiveness, assurance and service coverage) and the elements of customer patronage (repeat purchase and word of mouth communication). It was therefore, recommended that service providers should make service responsiveness a priority; substantiate their assurances through provision of quality service; at the same time, ensure regular service coverage across the different locations of subscribers in a bid to have favorable customer patronage.
Keywords:Service quality, Customer patronage, Responsiveness, Assurance, Coverage, Repeat Purchase and Word of mouth.
International Journal of Business and Common Market Studies Vol.14 No. 1&2 © 2023 by The Development Universal Consortia. All Rights Reserved