SERVICE DELIVERY AS AN INSTRUMENT OF ACCESSING COMPETITIVE ADVANTAGE IN MARKETING
Abstract
This project explored the role of service delivery in accessing a wide range of benefits in marketing. Specifically, we use Airtel Nigeria Plc. So the purpose of this project is to: (i) determining what constitutes effective customer service for a typical service-oriented telecommunications company such as Airtel Nigeria; (ii) marketing strategies in influencing consumer buying behavior in the modern telecommunications industry; (iii) to determine the contribution of market research to Airtel Nigeria’s growth; and (iv) to identify the role of effective customer relationship management as a competitive tool in the telecommunications industry. . A survey method was used in the study to emphasize the above objectives. Both primary and secondary data sources were used for information gathering. Primary sources consisted of questionnaires and oral interviews, while secondary sources were compiled from existing literature on the subject of research. Tabular presentation of data analysis was used whereby the effect and relationship of one data with another was being quantified by simple percentile presentations, the study hypotheses were tested for validity using the chi – square technique. The study showed that it was critical that Airtel Nigeria Plc should acquire knowledge of customer buying behavior in the telecoms industry and seek customer delight with respect to its customer service. Additionally, the study revealed that the service quality was a critical success factor for consumer patronage in the telecoms industry and that the aim of product and service launch by organizations in the telecoms industry should be to satisfy customer needs and consequently, telecoms products and services should be designed to satisfy a wide range of customer types in the market. Thus, Airtel Nigeria Plc should deploy those marketing strategies backed up with marketing research that would positively influence consumer buying behaviour, Airtel’s product launch and product development must be up with the latest telecoms technology for competitiveness and effectiveness in the market.
CHAPTER ONE
INTRODUCTION 1.1 Background of the Study
Telecommunications businesses exist basically to provide efficient and effective communications services to the public in order to earn good revenue, expand operations and operate profitably. To effectively achieve these business objectives, telecommunications organizations must re-strategize, re-engineer and re-focus – especially with relations to service delivery. The customer demands the best – at the shortest possible time, and at a reasonable price. In short, telecoms companies must deliver on promises made, imbibe the highest level of professionalism and competence in service-delivery show integrity, honesty and transparency in all their activities, and treat the customer with utmost respect, courtesy, and compassion in service-delivery to each and every customer (Kanter, 2003; 23, 58)
Thus, Woherem (2007) argued that it is obvious in the highly competitive telecommunications industry that service-providers must develop strong and attractive telecommunications products so that they can become highly visible and increase their income base – which would normally lead to increased profits. After such products have been developed, effective marketing strategies via service delivery must be developed and adopted in order to ensure optimal results for the company (Onyemenam, 2006). This project would set out to critically examine and analyze service delivery in telecoms industry and proffer solutions as to how Airtel Nigeria can utilize it effectively to ensure and guarantee customer-loyalty, retention and satisfaction at all times.
There was thus much excitement in the land when in February, 2001, the Obasanjo civilian regime decided to fulfill its vision of bringing Nigeria into the mainstream of modern and mobile telecommunications by granting Digital Mobile Licences (DMLs) to three successful telecommunications companies to provide Global Satellite Mobile Telecommunications (GSM) services to the nation. Moses=Nwangwu (2007) listed the three companies as MTN, Globacom Nigeria Plc, and Econet Wireless Nigeria – now Airtel Nigeria.
While MTN Nigeria Plc was a South-African-based GSM operator, Econet Wireless Zimbabwe established Econet Wireless in partnership with three (3) Nigerian State Governments (and later on First Bank of Nigeria Plc). These were Lagos State, Delta State and Cross River State. However, Globacom Nigeria Plc was wholly Nigerian – being the brain-child of Chief Mike Adenuga, Chairman Equitorial Bank Plc and ConOil Plc (Moses-Nwagwu, 2007)
However, Globacom Nigeria Plc did not fulfill all the requirements set by the NCC (Nigerian Communication Commission). Therefore, according to Moses-Nwagwu (2007), Globacom’s license was eventually revoked. The sector was left available only to his two overseas-based GSM operators (MTN and Econet) to compete in the Nigerian market.
As Akabueze (2007) observed, Econet Wireless Nigeria was the first GSM operator in Nigeria when he was founded in 2000. The company made history when he became the first operator to launch commercial GSM service in Nigeria on 5 August 2001. His six geopolitical zones of Nigeria (south-south, south, south, south, south, south
southwest, southeast, north-central, northeast, northwest).
Aiming to become the telecom company of choice for Nigerians, Econet Wireless Nigeria has worked tirelessly to be the first telecom company to introduce:
• Free voicemail lookup
• Toll-free 24-hour customer service number (111)
• Free balance check
• Initiate emergency services (199)
• Monthly airtime bonus
• Free calls on Sundays, etc. (Akabueze, 2007).
However, despite all this achievement and popularity, MTN has established itself as the telecom company of choice for a long time in the minds of Nigerians, by the end of 2001 he quickly overtook Econet Wireless. . Whatever Econet did, MTN continued to exert pressure and continue to demonstrate real leadership in the Nigerian market. Econet, in particular, was viewed by most Nigerians as a poor telecoms giant. Econet Wireless Nigeria played her second fiddle on MTN. And in 2003 when Globacom appeared again. Globacom quickly overtook Econet Wireless, who took his third place. In fact, as Akabueze (2007) has correctly observed, Globacom has grown astronomically in the Nigerian telecommunications market and is quickly considered the number one telecommunications company in Nigeria.
There is some doubt among experts whether Globacom or he MTN came in at number one, but it seems certain that Econet was the first telecom company to come in at number three for him. This view has not changed when Econet Wireless Nigeria changed owners more than four times (in 2003 he changed hands from Econet Wireless to (1) Vodacom and then South African Telecom).
From (2) Pan-African telecommunications giant Celtel, which spread across many African countries in 2006, to (4) Kuwait-based telecommunications giant Mobile Telecommunications Company Zain Communications, 2008, and now (5) Airtel Nigeria.
1.2 Problem Description
However, as a telecommunications giant, customers still feel that he is poorly served by Airtel. As Moses-Nwagwu (2007) points out, telecom customers feel left out in many ways. This is because over-the-network calls are fraught with problems with phone conversations dropping and being cut off. Also, subscribers often cannot hear each other, and the company still charges customers. Plus, text he often doesn’t get his messages and customers are still being charged. After all, the Airtel customer service unit is barely reachable for customers. Unlike Glo and MTN, Airtel Nigeria does not have an effective local marketing strategy to keep up with the competition by distributing products and services to end users of telecom products through distributors and marketers. . Therefore, both MTN and Glo are effectively conquering and dominating the market. As a matter of fact, the new operator Etisalat has surpassed his Airtel Nigeria in marketing efforts and campaigns.
Airtel Nigeria’s market research team knows very little about its competitors. They do not conduct extensive competitor analysis or intelligence gathering (aka industrial espionage). Airtel’s management provides the market research team with the tools necessary to conduct competitive research on the (competitive) strengths and opportunities in the external environment that competitors use to gain competitive advantage. I have not. For example, according to Woherem (2007), Glo has taken advantage of the fact that it is a Nigerian telecoms industry to seize the marketing opportunity and create “a truly Nigerian telecoms industry with the interests of other Nigerians at its core.” positioning itself.
Airtel’s sales and marketing team lacks effective sales management strategies and knowledge (i.e. sales and marketing team) to provide effective after-sales service to customers. Alternatively, proactively seek new Airtel product opportunities through effective customer research and needs analysis.
In addition, the telecommunications industry is currently highly competitive. Because NCC will issue more GSM licenses to other telecommunications companies. In particular, NCC licenses two other telecommunications companies, Etisalat Communication and Visafone Telecoms. Each of these competitors goes to great lengths to win the hearts and minds of their customers and keep them loyal. In particular, the current Airtel Nigeria problem is that these two new entrants (Etisalat and Visafone) have the potential to overtake Airtel Nigeria and reach his 25 million customer base ahead of Airtel Nigeria. It is what I am looking for.
1.3 Purpose of the survey
The purpose of this research is to:
1. Determining what constitutes effective customer service for a typical service-oriented telephone company such as Airtel Nigeria. 2. To examine the role that marketing strategies can play in influencing consumer purchasing behavior in the modern telecommunications industry.
3. Determining the contribution of market research to Airtel Nigeria’s growth.
Four. Discover the role of effective customer relationship management as a competitive tool in the telecommunications industry.
1.4 Research question
Therefore, the following are the research questions addressed by this research study.
1. What is effective customer service for a typical service-oriented telephone company like Airtel Nigeria?
2. What role does marketing strategy play in influencing consumer purchasing behavior in the modern telecommunications industry? 3. What are the posts
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