EVALUATION OF THE QUALITY OF SERVICE DELIVERY OF ETISALAT MOBILE COMMUNICATION PROVIDER IN SELECTED STATES IN SOUTH-WEST IN NIGERIA

Abstract

This study evaluated the quality of service delivered by Etisalat Global System for Mobile Communication (GSM) Provider in selected states in south west of Nigeria with a view of measuring the level of satisfaction derived by the customers from the service provided byEtisalat Nigeria. This was with the aim of identifying service delivery windows and the status of service delivery in the study area, examining the structure of the existing service delivery mechanism, assessing the adequacy of the existing service delivery structure and evaluating the level of customer satisfaction on service delivery. Primary data were obtained from a sample survey of 360 respondents using multi-stage and simple random sampling techniques. SPSS (Statistical Package for the Social Science) and MSU (Ministerial Servicom Unit) were employed for data analysis and used Chi-square, Pearson R Coefficient and Spearman’s Correlation for the Accuracy of the data collected. Service delivery is a component of business that defines the interaction between providers and clients where the provider offers a service, whether information dissemination or a task. Thus, a service delivery window is the time frame during which support services from service provider (Etisalat) are available. In Etisalat, Service delivery Window were observed to be in four categories; which are services that take less than 10 minutes, Services that takes between 10 – 30 minutes, the services that takes 30 – 60 minutes and Service that takes more than an hour. The existing service delivery structure hinges on eight criteria listed below: training and support, individual and departmental performance, convenience of services provided, quality assurance and performance management, promptness, speed of response, reliability and punctuality, staff treatment of customers as well as customer feedback. The assessment of the service window was conducted and it was observed that Etisalat facilities and premises were found suitable for customer services; staff members also competent and services, information and leaflets provided were found adequate. For all the Customer Satisfaction Drivers (CSD), the value of Cronbach’s alpha was above 0.5 implying that data was reliable and consistent with the Liker scale.Friedman’s Chi-Square for pooled data on service delivery (63.5910) and timeliness (28.859) were statistically significant, 10 % and 5 %, respectively. Calculated average score for service delivery was 3.63; timeliness, 3.59; and information, 3.68. Also, calculated average score for professionalism was 3.70 and that of staff attitude was 3.74.Result of Cross tab analysis onCSD shows that Pearson Chi-Square (χ2 = 60.0000, p = 0.2670) and Pearson’s R coefficient (r = 0.5210, p = 0.122) were statistically insignificant. The study concluded that service quality has positive effect on customer satisfaction among Etisalat customers in Nigeria. The study suggested that Etisalat should maintain the standard of service delivered in line with their core values. By exploring wider coverage and improvement in network stability.