Effectiveness Of Innovative Customer Service As An Aid To Increasing Customer Satisfaction In Telecommunication Industry

Project and Seminar Material for Human Resource Management (HRM)

Effectiveness Of Innovative Customer Service As An Aid To Increasing Customer Satisfaction In Telecommunication Industry


Abstract


The main thrust of this study is to evaluate effectiveness of innovative customers service as aid to increasing customer satisfaction in telecommunications industry. Specific objectives are: To dramatically improve customer satisfaction in telecommunication industries, To identify the loop holes associated with customer service as an aid to effective customer satisfaction. Data for this study was collected by means of structured questionnaires (primary data). Secondary data were collected from text books, journals and the internet. Various analytical tools and soft wares such as pie charts, tables, and Statistical Package for Social Science (SPSS) were used in analyzing data for this study. Data collected will be analyzed using frequencies and percentages.

Findings from the study revealed that majority of the respondents are of the opinion that innovative customer service is an effective tool for customer satisfaction in the telecomm industry and that customer service is needed for customer retention in any organisation. This study will be of immense benefit to other researchers who intend to know more on this topic and can also be used by nonresearchers to build more on the effectiveness of innovative customer service as aid to increasing customers satisfaction in telecommunications in industry.


Table of Contents


  • Title Page
  • Approval Page
  • Declaration
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of Contents

Chapter One

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of General Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Definition of Terms

Chapter Two

Review of Related Literature

  • 2.1 Introduction
  • 2.2 Historical Background of Telecoms Industry in Nigeria
  • 2.3 Theoretical Framework
  • 2.4 Customer Service
  • 2.5 Customer Satisfaction
  • 2.5.1 Customer Satisfaction in Mobile Telecom Industry
  • 2.6 Empirical Review

Chapter Three

Research Methodology

  • 3.1 Introduction
  • 3.2 Research Design
  • 3.3 Area of the Study
  • 3.4 Population of Study
  • 3.5 Sample size and Sampling Techniques
  • 3.6 Instrument for Data Collection
  • 3.7 Validity of the Instrument
  • 3.8 Reliability of the Instrument
  • 3.9 Method of Data Collection
  • 3.10 Method of Data Analysis

Chapter Four

Data Presentation and Analysis

  • 4.0 Introduction
  • 4.1 Data Presentation and Analysis
  • 4.2 Characteristics of the Respondents
  • 4.3 Data Analysis
  • 4.4 Testing Hypothesis
  • 4.5 Summary of Findings
  • 4.6 Discussion of Findings

Chapter Five

Summary, Conclusion and Recommendation

  • 5.0 Introduction
  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendations
  • References
  • Appendix

Chapter One


Introduction

1.1 Background of the Study

Before now, the self service and automated customer service has allowed companies to reduce costs while handling the ever increasing transactions effectively. However, the advent of innovation and the changing profile of customers who are becoming increasingly mobile and no longer reliant on a single communication device. This means that, reactive customer service model is beginning to look out dated and less effective to modern customers’ needs.

Telecommunication companies are realizing that customer interaction service must be replaced by a more proactive approach that recognizes the growing usercentricity of customer communications network.

With the paradigm shift, telecommunication companies that can move quickly to respond to this change can gain market share, as well as reduce customer churn, by enhancing the experience of customers who now expect prompt and accurate services anytime and anywhere.

Research has identified a core set of attributes and actions of successful customer service organizations within the market economy. Regardless of whether these organizations provide goods or services, they recognize that satisfied customers are the key to their success. Customer satisfaction drives successful businesses. Telecommunication companies should develop principles and strategies for achieving customer satisfaction.


1.2 Statement of the Problem

The apparent customer dissatisfaction, especially in the telecommunication industries in Nigeria cannot be over emphasized. Lack of creativity and innovative approach to satisfying customers’ expectation to suit their ever changing needs is a challenge faced by most telecommunication industries in Nigeria.


1.3 Objectives of the Study

The study strives to achieve the following objectives;

  1. To define innovative customer service and how it can effectively satisfy customers in telecommunication industry.
  2. To dramatically improve customer satisfaction in telecommunication industries.
  3. To identify the loop holes associated with customer service as an aid to effective customer satisfaction.

1.4 Research Questions

In lieu of the above stated problems, this study will help to answer the following research questions;

  1. What is innovative customer service and how can it effectively satisfy customers in telecommunication industry?
  2. How can customer satisfaction be improved in telecommunication industry.
  3. What are the loopholes associated with customer service as an aid to effective customer satisfaction.

1.5 Research Hypotheses

  • Ho: Innovative customer service is not an effective tool to customer satisfaction in the telecommunication industry.
  • Hi: Innovative customer service is an effective tool to customer satisfaction in the telecommunication industry.

1.6 Significance of the Study

This study will be of immense benefit to other researchers who intend to know more on this topic and can also be used by nonresearchers to build more on the effectiveness of innovative customer service as aid to increasing customers satisfaction in telecommunications in industry.


1.7 Scope / Limitations of the Study

This study is on effectiveness of innovative customers’ service as aid to increasing customer satisfaction in telecommunications industry.

Limitations of study
1. Financial constraint:

Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

2. Time constraint:

The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.


1.8 Definition of Terms

Innovation:

This is the process of translating an idea or an innovation into a good or service with the aim of creating value in exchange for money.

Customer Service:

This is the advice or assistance provided by a company to those people who buy their products or services.

Customer Satisfaction:

This is a term that measures how a company’s goods or services meet their customers’ expectation.

Telecommunications Industry:

This is a company that provides telecommunications services such as telephony and data communications access.


Chapter Five


Summary, Conclusion and Recommendations

5.1 Summary of Findings

The objectives of this study were;

  1. To define innovative customer service and how it can effectively satisfy customers in telecommunication industry.
  2. To dramatically improve customer satisfaction in telecommunication industries.
  3. To identify the loop holes associated with customer service as an aid to effective customer satisfaction.

Findings from the study revealed that majority of the respondents are of the opinion that innovative customer service is an effective tool for customer satisfaction in the telecomm industry and that customer service is needed for customer retention in any organisation.


5.2 Conclusion

The ability to launch competitive new services faster and more cost effectively is a critical success factor for every telecommunications industry. Customer expectations are rising. So are their options. Competition is coming from all directions to capture their attention and their business. Service providers are evolving their end-to-end service delivery infrastructures for greater market agility and to help differentiate their brands by offering a richer, more satisfying customer experience. Service innovation for telecommunications cancompete in an increasingly converged industry and help prepare your operations for emerging technologies.


5.3 Recommendations

Considering the competitive and heterogeneous nature of customers’ needs, innovative customer service has been identified as imperative. Hence, effort should be directed towards proper management of existing clients, while still prospecting for new ones through innovative customer service with customer satisfaction in mind.


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