Factors influencing telecommunication subscribers’ decision to port among network providers in Nigeria.

Telecommunication subscribers’ retention and satisfaction are important goals for telecommunication network operators on their way to superior economic success in the liberalized Nigeria telecommunication market. The tight competition brought about by Mobile Number Portability(MNP) has resulted to the need for telecommunication service providers in Nigeria to constantly tune and fine-tune their marketing strategies to meet the dynamic behaviour and expectations of subscribers on quality service delivery. The Factors influencing telecommunication subscribers’ decision to port among network providers in Nigeria, Adopting a crosssectional survey design, a simple random sampling technique was used to enroll 378 subscribers of the four major network operators (MTN, Glo, Airtel, 9Mobile) aged 18–59 years and above residing in the three geopolitical zones (Owerri Municipal Orlu, and Okigwe) in Imo State into the study. Structured questionnaire was used for data collection, recorded significant facts in relation to subscribers’ decision to port among network providers. The hypothesis testing result of regression analysis using SPSS, a statistical software window version 21.0 to analyze and investigate the influence of Service quality, Network coverage, Call rate/tariff/price, Promotion, Customer care/ services as independent variables against the dependent variable confirmed that Service quality, Network coverage, Call rate/tariff/price, Promotion has significant influence on subscribers’ decision to port among network providers in Nigeria with significant levels less than 0.05 that is (0.000, 0.000, 0.014, 0.018) respectively. The factor identified as not having significant influence on subscribers’ decision to port is Customer care/services with significant levels greater than 0.05 that is 0.074. It is recommended that the network operators should assume the adequate control and management focus more on network extensions to various location where there is low network coverage, such that subscribers will be able to operate smoothly. It is also advised that more investment be made to enhance quality service delivery, and sustainable promotions, while also concentrating on price reduction both for data and call services as a way of increasing subscribers’ base.

Author(s): Nwakanma IC, Udunwa AI, Anyiam KE, Ukwunna ED, Obasi EC and Bubagha SZ

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