1.1 BACKGROUND OF THE STUDY
The telecommunication sector was solely controlled by NITEL in Nigeria. Services provided by the sector was grossly insufficient to meet the demand of service user. Consequently, in before 2001, the telecommunication sector was fully liberalized and thereby moved from being a monopolistic telecommunication market to a competitive revolutionized communication subsector through the introduction of Global System for Mobile (GSM) communication service providers which were licensed to operate in 2001. According to a survey report the market share of each telecom service providers to the Nigerian growing population of about 120 million people, showed the spread of 43.93% (MTN), 22.36% (Glabacom), 20.16% (Airtel) and 13.29% (Etisalat) and 0.26%, Mtel (NCC Report, 2015).The sector has significantly contributed an increase of 6.73% to the Gross Domestic Product (GDP) (National Bureau of Statistics, 2014), and has enhanced provided technology transfer, and employment to millions of Nigerians (Gabriela and Badii, 2010). It has also contributed indirectly to the correction of market inefficiency, transport substitution, risk aversion and social cohesion (Asheeta, Rowena, Subramanian & Peter, 2008). The increase in the numbers of GSM service providers, has led to the introduction of different service packages used to attract customers. However, customers’ preference and satisfaction level still differs from customers to customers. The firm has to anticipate customer preferences and seek to meet them based on certain attributes, the telecommunication needs and wants of subscribers. It is apparent that customers switch from one service provider to another when their requirement and satisfaction level cannot be met. BVIMSR’s Journal of Management Research (2016).The study seeks to proffer an appraisal on student preference on choice of telecom service provider.
1.2 STATEMENT OF THE PROBLEM
The telecommunication sector play essential role in fulfilling the needs of the students, through the provision of varieties of telecommunication phone services for the Nigerian students to choose from, however, there are numerous complaints about the quality and cost of service provided by some mobile network providers which as result has affected their satisfaction level.it is therefore imperative for mobile network providers to identify customer preferences and seek to satisfy them. Therefore, the problem confronting the study is to appraise student preference on choice of telecom service provider.
1.3 OBJECTIVE OF THE STUDY
The Main Objective of the study is to appraise student preference on choice of telecom service provider; The specific objectives include
1 To determine the level of student preference for telecom service provider.
2 To determine the Factors responsible for the choice of telecom service provider.
3 To determine the effect of student preference on choice of telecom service provider.
1.3 RESEARCH QUESTIONS
1 What is the level of student preference for telecom service provider?
2 What is are factors responsible for the choice of telecom service provider?
3 What is the effect of student preference on choice of telecom service provider?
1.5 STATEMENT OF THE HYPOTHESIS
The statement of the hypothesis for the study is stated in Null as follows
Ho The level of student preference for telecom service provider is low .
Ho The factors responsible for the choice of telecom service provider is low.
Ho The effect of student preference on choice of telecom service provider is low .
1.6 SIGNIFICANCE OF THE STUDY
The study seek to provide solution to the numerous complaints on the quality and cost of mobile network services provided by different mobile networks by calling the attention of relevant stakeholders in the telecommunication sector to identify customer preferences and seek to satisfy them.
1.8 LIMITATION OF THE STUDY
The study was confronted with logistics and geographical factors
1.9 DEFINITION OF TERMS
CUSTOMER PREFRENCES DEFINED
Customer preferences are defined as those expectations, likes, dislikes, motivations and inclinations that influence customer purchasing decisions. It explains the customer behavior in expressing his needs.
CUSTOMER CHOICE DEFINED
This is the decisions which students make with regard to products and services. It is the decision which the students make on what product to purchase or consume over time.
CUSTOMER SATISFACTION DEFINED
Customer satisfaction is the measure of how products and services supplied by a firm meet or surpass customer expectation. It is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals.