INFLUENCE OF OUTSOURCING ON CUSTOMER SATISFACTION IN THE TELECOMMUNICATION INDUSTRY: EVIDENCE FROM MTN NIGERIA

Ismaila Bolarinwa KADIRI (Ph.D.), Emmanuel DUNMADE (Ph.D.), Mustapha Olanrewaju ALIYU, Feyisayo Toni OSAMIKA, Wahid Damilola OLANIPEKUN

Abstract

This study examined the effects of customer service outsourcing on customer satisfaction in telecommunication companies in Kwara State. The study adopted a descriptive design. The target population comprised of MTN Nigeria customer service call centres operating in Kwara State.  Selected Walk-in Centres are Offa Connect Lite, Ilorin 2 Connect, Ilorin 1 Connect, Ilorin 3 Connect, Offa Connect Point, Share Connect point. Stratified sampling technique was used to select the sample. Primary data was gathered directly from respondents through questionnaires. Frequency count, percentage mean and standard deviation was used describe the data, correlation analysis, regression analysis and one-way Anova was used to test the hypothesis. Finding from the study revealed that: there is a strong positive association between outsourcing decision (0.911), customer satisfaction (0.758), customer retention (0.625), reduction in customer complaints (0.978) and customer loyalty (0.619). The study concluded that outsourcing has a significant effect to customer satisfaction. Overall, outsourcing seems not only to show positive benefits for cost reduction but also in service performance. The study recommended that by outsourcing logistics activities companies can have a better service delivery to their customers. Also telecommunication companies should adopt outsourcing as a strategic initiative to enhance customer satisfaction, competitiveness, performance and responsiveness of the various processes.

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