CHAPTER ONE

1.1 BACKGROUND TO THE STUDY

1.2 STATEMENT OF THE PROBLEM

Today is the world of inventions and innovations and that lies in a customer who is dynamic and his beliefs, attitude and his satisfaction level. It is needless to affirm that marketing is a new way of thinking about how companies and other organization can develop beneficial change with target customer who is always inclined in seeking to satisfy some needs and wants. hence the problem is how we can find more customers for what services we provide, customer satisfaction and the new services provided by the competitors, how the company can live up to their expectations and understand the different aspects of customers’ views. However the innovations there are still antecedents of brand preference that firms should seek to pursue if they are to succeed in this era of stiff competition and this study is aimed at shedding into some of them (antecedents) as perceived value in service quality, corporate image and employees’ attitude (customer care attitude) to ascertain how they favorably or adversely affect customers’ brand preference for mobile phone services providers.

1.3 OBJECTIVES OF THE STUDY

The general objective of this research work is to evaluate customers’ perception towards brand preference of mobile phone service providers (MPSPs) using MTN Nigeria as a study point. However, other specific objectives are to;

i. ascertain the impact of service quality on customers’ brand preference

ii. determine the effect of corporate image on brand preference

iii. assess the effect of employees’ attitude (customer care) on customer loyalty

1.4 RESEARCH QUESTIONS

The following research questions will guide this study;

i. What is the impact of service quality on customers’ satisfaction?

ii. What effect does corporate image have on increased market share?

iii. What is the effect of employees’ attitude (customer care) on customer loyalty?

1.5 STATEMENT OF THE HYPOTHESES

The following hypotheses will guide this study;

H01: There is no significant relationship between service quality and customers’ satisfaction

H02: Corporate image have no significant relationship with increased market share

H03: There is no relationship between employees’ attitude (customer care) and customer loyalty

1.6 SCOPE OF THE STUDY

The scope of this research work is limited to the Telecommunications Industry specifically MTN Nig in Asaba, Delta State, her staff, management, customers and other stakeholders. The antecedents of brand preferences are outlined to view their corresponding effect on customer loyalty mobile services providers. The study covers the various variables (antecedents) such as perceived quality in service delivery, employees’ attitude (customer care) and corporate image as being able to affect the perception of customers in their preference of a given mobile service provider (MTN Nigeria) over others thus granting the firm competitive edge over rivals in their designated industry.

1.7 SIGNIFICANCE OF THE STUDY

The following are the significance of the research work;

i. To add to existing knowledge on antecedents or factors which can yield brand preference for a firm’ services

ii. It will aid fellow researchers in future research work.

iii. The study will enable marketers to understand and unravel the antecedents to brand preference of subscribers and then control brand switchers by providing customized services for their customers.

iv. This study will also promote healthy competition as each service provider strives to differentiate service offerings to maintain customer base.