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Full Project – Restoring customers confidence in the telecommunication industry

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CHAPTER ONE

1.0 INTRODUCTION

Integrated marketing communication is a way of looking at the whole marketing process from the view point of the customer. It can also be seen as the concept under which a company carefully integrate and coordinate its many communications channels to deliver a clear, consistent and compelling message about the organizations and its products.

With the aid of technology, people communicate through the use of traditional media (like newspapers, magazines, Radio, Telephone, Television, Bill Boards etc) and modern media (Like Computers fax machines, cellular phones , wireless appliance etc). Telecommunication can be over a distance through the use of cable, Telegraph , Telephone, Radio etc.

Mobile telecommunication network (MTN) plc is a pioneer in the telecommunication industry in Nigerian. MTN provides recent and modern services to certify there that customer . MTN Plc has to shape it services to be able to meet the demand and needs of its customers is part and parcel of communication.

MTN, which unorganized is a pioneer in the telecommunications industry in Nigeria does not wants to be caught snappily with regards to providing recent and modern services to customers. It is that bid to satisfy the customer that has been propelling MTN sometimes overzealous interest in meeting thing. (Customers demand). Therefore MTN has to shape services to meet the demands and needs of customer.

1.1 BACKGROUND OF THE STUDY

MTN Nigeria is part of the MTN group Africa’s leading cellular telecommunications company, on May 16, 2001, MTN become the first GSM network to make a call following the globally landed Nigerian GSM auction conducted by the Nigerian Communications Commission earlier in the year.

Thereafter the company launched full commercial operations beginning with Lagos Abuja and Port Harcout.

MTN paid 285m for one of four GSM licenses in Nigeria in January 2001 to date, in excess of US 1.8 billon has been invested building mobile telecommunications infrastructure in Nigeria.

Since launch in August 2001, MTN has steadily deployed its services across Nigeria. It now provides services in 223 cities and towns , more than 10,000 villages and communities and a growing number of high ways across the country. Spanning the 36 states of the Nigeria and the federal capital territory, Abuja . Many of these villages and communities are being connected to the world of telecommunications for the first time ever.

The company’s digital microwave transmission backbone, the 3, 400 Kilometre Vellobahn was commissioned by president Olusegun Obasanjo in January 2003 and is reputed to be the most extensive digital microwave transmission infrastructure in all Africa. The vellobahn has significantly helped to enhance call quality on MTN networks.

The company subsists on the core brand values of leadership, relationship, integrity, innovation and can do, it prides itself on the ability to make the impossible possible, connecting people with friends, family and opportunities.

MTN Nigeria also recently expanded its network capacity to include a new numbering range with the prefix 0806, making more the first GSM network in Nigeria to have adopted an additional numbering system, handing exhausted its initial subscriber numbering range 0803.

In its resolve to enhance quality customer service, MTN Nigeria has also introduced a self-help toll-free 181 customer care line through which subscribers can resolve their frequently asked questions free of charge.

MTN’s overriding mission is to be a catalyst for Nigeria’s economic growth and developmental potential not only through the provision of world class communications but also through innovative and sustainable corporate social responsibility.

1.2 STATEMENT OF THE PROBLEM

Business organization encounters a bit of problem despite all effort to improve their business. But if their problems are not carefully dealt with, these can leads to greater difficulties in the survival and growth of the organization.

In restoring customer’s confidence in the telecommunication industry in Nigeria , one begins to consider the extent to which they meet their customers’ needs through prompt dispatch of billing methods and modes of payments for services; incentives packages designed to improved the attitudes of service providing staff and rate of response to customer complaints and fault detections and corrections.

1.3 OBJECTIVES OF THE STUDY

The targeted objectives of this study are outlined below:

To identify the problems that has been responsible for customer’s loss of confidence in their services.
To bring to limelight the extent of customer and service provided by MTN.

To create awareness that will generate more research interest in the area.

To help in examining the various modes of telecommunication in Nigeria.
To investigate the efficiency and effectiveness of various modes of telecommunication and to determine the level and nature of incentives to workers.

1.4 STATEMENT OF HYPOTHESES

A hypothesis is an informed and reasonable guess about the probable solutions to research problem.

The working hypothesis for this work is:

Ho: Restoring customer’s confidence is not possible in the telecommunication industry in Nigeria.

Hi: Restoring customer’s confidence is possible in the telecommunication industry in Nigeria.

Ho: The late dispatch of bills is not the course of loss of customers confidence in MTN

Hi: The ate dispatch of bills is the course of loss of customers confidence in MTN.

Ho: The delay in payment of MTN workers salaries has no significant effect on their level of services to customers.

Ho: The delay in payment of MTN workers salaries has significant effect on their level of services to customers.

1.5 SIGNIFICANCE OF THE STUDY

The study is not only significant but also relevant in view of the cloudy atmosphere that surrounded telecommunication industry in Nigeria these days. Telecommunication over the years has greatly influence on human activities and live generally. This calls for indepth studies that will address the situation especially with a view to restoring customers confidence and also recommend the best communication system for government and other service providers to sanitize the telecommunication industry.

1.6 SCOPE OF THE STUDY

The study will highlight different avenue through which customers confidence could be restored in the telecommunication industry with a particular reference to mobile telecommunication network Plc Lokoja. The study will find out what and why problems confronting customers and provide possible solutions to overcome those problems.

1.7 LIMITATION OF THE STUDY

Knowing the enormous task that accompanies a research work of this nature, various problems are inevitable on the course of this project.

Though some skilled worker would have filled the questionnaire correctly, they made errors and for the unskilled ones the questionnaire could only be correctly filled through agents who do not know the in and out of the organization.

Secondly, finance was a major hindrance to the researcher, this account for the few less of simple interview and questionnaire. The researcher has to travel to Lokoja to collect necessary data needed for this project. This involves spending part of the researchers capital for the research to be carried out effectively without delay.

Also, the writing materials, typing and binding of the research work also cost a lot of money.

Data distribution and collection were also a problem, most especially on the part of the staff of the organization (Mobile Telecommunication Network Plc Lokoja), which could not reveal the entire expected report on customers of the organization.

1.8 DEFINITION OF KEY TERMS

The following terms were used in the context of the researcher work. The terms are equally defined to customer’s understandings in restoring their confidence:

TELEPHONE: This enables businessmen and casual callers to get in touch with one another within and outsides the country. It is improved with the installation of telephone exchange with subscribers trunk dialing facilities.

TELEGRAM : MTN sends telegram message from one person to another. A telegram is an abridge messages sent out to express speed to reach its destination faster than the airmail letters charges are made according to the numbers of wards contained there in and it can be sent and delivered at any time of the day.

TELEX: MTN sent printed urgent message by the telex facilities in lieu of the message been received orally as in the case of the telephone, it is received in printed form.

CUSTOMER: This is the person(s) institution, and /or nation that enter into transaction with another person(s), institution or corporation, their relationship is governed by certain economics, monetary, market or legal policies as well as principles.

CONFIDENCE: This is a relative term, which cannot be easily measured this is because it various from person to person, situation to situation and place, it simply connote the extent somebody or institution can rely on another person or institution, it involves a reliability, honesty, consistency and truthfulness.

TELECOMMUNICATION: Telecommunication is the science and technology of the communication or messages over a distance, especially using electric , electronic and electromagnetic impulses.

BILLING: This is what is been charged to customers showing how much they have used their lines and what is been given to them for payment at the end of the month.

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Full Project – Restoring customers confidence in the telecommunication industry

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Full Project – Restoring customers confidence in the telecommunication industry

Full Project – Restoring customers confidence in the telecommunication industry

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