Corporate Planning andIts Effects onCustomer Satisfaction: A Case Study ofMTN Telecommunication Company inNorth Central Part of Nigeria
Journal Title: International Journal of Contemporary Research and Review - Year 2018, Vol 9, Issue 6
Abstract
The overall impact of corporate planning on customer satisfaction was investigated in MTN as a model of the Nigerian Telecommunication company. The multistage sampling technique was used to select 133 experienced staffs of the organisationwho were interviewed across three North Central states. Data was analysed using the multivariate statistical approaches on the SPSS software (20.0 version). As a result, the workforcewas dominated by employees between 30-39 years of age (56.2%)and first degree holders (60%). Only 6.2% had postgraduate level of education. Good corporate planningis a major componentof thecompany as all indicators are greater than the 3.5 benchmark on the 5 point Lickert scale used. The organisationallocates adequate resources for strategic plans (4.12) and there is effective corporate communication within the firm which improves its performance (4.13). Also, the company establishes strategy supportive policies and operationalprocedures that lead to customer satisfaction (4.31). Programs for continuous improvement are in place (4.35). Customers purchaseairtime frequently, an indicator of customer satisfaction withthe highest mean (2.88) which is above the cut-off point of 2.00on the 4 point Lickert scale.Other indicators with positive records are reported. However, purchase of data bundle by customers failed to meet the minimum benchmark (1.59). Regression analysis showed that both strategic analysisand strategy implementation of the company positively affect its customer satisfaction. Each independent variable hadp-values below 0.05 level of significance from all inferential statistical methods applied. The coefficient of determination of the model was .519. The result implied that 51.9 % of the variation in customer satisfaction was explained by the influenceofstrategic analysis and strategy implementation. Areas that need urgent attention of the stakeholders are highlighted in the report
Authors and Affiliations
Aguoru, C. N.
Keywords
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- EP ID EP546478
- DOI 10.15520/ijcrr/2018/9/06/529
- Views 50
- Downloads 0
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