EFFECT OF CUSTOMER SERVICE ON CORPORATE COMPETITIVE ADVANTAGE IN THE NIGERIAN TELECOMS SERVICE INDUSTRY

Abstract

This study is carried out to examine the effect of customer service on the corporate competitive advantage from the perspective of selected firms in the Nigerian telecom service industry. It was a quantitative study under which suitable research methods were utilized. A sample of 420 was drawn from the 22.6 million population of telecom service subscribers in Lagos state, Nigeria. A Cronbach Alpha statistical coefficient was used to ensure the consistency and accuracy of the questionnaire instrument. The finding reveals that customer service components such as quality call network, fast data connection, customer correspondence, customer support and warranty are significantly related to achieving a competitive advantage in the Nigerian Telecom service industry. However, the fast data connection is identified as customers' reasons for choosing one telecom service provider over another. Therefore, the study recommends that customer service should be improved upon for the firms in this industry to achieve significant growth and sustainability.

Keywords

• customer service
• quality call network
• fast data connection
• customer correspondence
• customer support
• warranty
• corporate competitive advantage