PERCEIVED SERVICE QUALITY AND BRAND PREFERENCE IN GSM USAGE (A CASE STUDY OF MTN NIGERIA, ABA)
Abstract
ABSTRACT
This research project examined Perceived Service Quality and Brand Preference in GSM Usage using MTN Nigeria Aba as a case study. The main objective of this study is to find out the relationship between customer service quality perception and brand preference, three research questions and hypotheses were formulated for the study. Three survey designs were adopted for the study; the population of the work is infinite and the sample size is 87. Proportion method was used to determine the sample size. A questionnaire was used to collect data from MTN subscribers in Aba and the results were analyzed using simple descriptive and statistical methods. The findings reviewed that good customer service plays a major role in shaping customers’ brand preference. The study concludes that MTN Nigeria can maintain and grow its customer base by improving perceived service quality.
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