IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 7 NO. 3 2023
DOI: 10.56201/ijmcs.v7.no3.2023.pg64.85

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Service Quality Perceptions, Price Fairness, Brand Image and Consumers’ Repurchase Intention of Telecom Service in Akwa Ibom State, Nigeria

Christian Amadi, Philip Thomas Udo-Imeh, Zainab Mohammed Bello and Julius T. Ndaghu

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Abstract

This study examines the effects of consumers perceived service quality, price fairness and brand image on brand re-use intention of the four telecom companies in Akwa Ibom State, Nigeria. The state was segmented into three zones based on senatorial districts and data was collected from 208 active voice telecom subscribers using a structured questionnaire. Data was descriptively analysed using mean and standard deviation, and inferentially using simple and multiple regressions. The results indicate that consumers’ perception of service quality was low and perceptions of both price fairness and brand image were high. In terms of service quality, the study revealed an inverse relationship between perceived service quality and market share of the telecom service providers in the active voice subscription market. Results also indicate that perceived service quality, perceived price fairness and perceived brand image had positive and significant effects on repurchase intention of telecom service, with brand image having the most positive and significant effect. The study further indicates that consumers’ demographics in terms of gender, age, education level, and occupation moderated the effects of consumers’ perceptions on patronage. This study moved a step ahead of previous study by examining consumers’ perceptions of telecom services both on an industry basis and on the basis of each service provider,

keywords:

Telecom Companies, Service Quality, Price Fairness, Brand Image, Repurchase

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