Global system for mobile communications tariff charges and customers satisfaction: an assesement of MTN Nigeria in Sokoto metropolis

Abstract

The study examined the influence of MTN tariff charges on customers’ satisfaction in Sokoto metropolis. The study employed a survey research design. The population of the study comprised all the subscribers of MTN in Sokoto metropolis with a sample size of 398. Copies of questionnaire were administered using simple random sampling and Likert-scale types of questions Hypotheses were formulated and tested using linear regression with the help of SPSS version 26. The findings of this study revealed that GSM tariff charges have statistically significant effect on customer satisfaction among MTN subscribers in Sokoto metropolis and customer satisfactions are influence by product/service quality, customer support, price and value. It is recommended that, Customer- Friendly Tariff Plans needs review and Implementation for superior customer satisfaction. MTN should consistently review its call and data tariff structures to ensure affordability, transparency, and fairness. Designing flexible tariff plans tailored to different customer segments will enhance value for money and increase satisfaction levels. Finally, they should monitor the services rendered to customers, ensuring that services are effectively and efficiently delivered in a manner that adequately meets customer expectations.