IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
Vol. 1 No.8, 2015

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The Impact of the Regulatory Activities of NCC on the Marketing of Telecommunication Services in Nigeria (A Study of GSM Operators in Imo State)

MR NEBO OKWUDILI .G.

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Abstract

This seminar paper is intended to generally appraise the marketing practices in the telecommunication sector before and after deregulation, and also the impact of deregulation and the regulatory activities of NCC on the marketing of GSM services in Nigeria. Prior to the deregulation of the sector, the erstwhile monopoly service providers in the sector paid little or no attention to the practice of marketing and this situation resulted in poor quality of services, limited scope and low capacity utilization resulting in low availability of services and high prices of telecommunication services. The above situation necessitated the involvement of private initiative in the sector hence the deregulation of the sector and the establishment of a regulatory agency (NCC) to regulate the activities of the stakeholders in the sector. The deregulation of the sector dismantled the disequilibrium in the market structure, thereby engendering competition. In order to cope with the challenges of competition, the newly licensed GSM operators adopted marketing practice. Survey research design was used in conducting this study because the study involves collection of data from respondents through the administration of questionnaire. Simple random sampling technique was used in selecting five (5) key staff of NCC from a staff population of two-hundred and fifty(250) staff at its corporate headquarters and nine(9) staff of the three selected GSM operators (MTN,GLO and ETISALAT) in Imo state. These two sets of staff serve as sample size for the study and two sets of questionnaires were administered to them .The data collected was tested for reliability using a Cronbach. The hypotheses stated were analysed using Pearson moment coefficient correlation. Based on the analysis of the data collected, the following findings were made; Poor and/or absence of marketing practice and competition as a result of monopoly power of service providers in the sector prior to deregulati

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