UNCONTROLLED COMMUNICATIONS AND CONSUMER RESPONSES IN THE TELECOMMUNICATIONS INDUSTRY IN THE SOUTH-SOUTH GEOPOLITICAL ZONE OF NIGERIA

Abstract

Unsolicited information spreads like wild fire, particularly because of the internet. Thus, what organizations cannot control is capable of affecting positively or negatively, both the organization and the consumers. The aim of this work was to examine the effect of uncontrolled communications on consumer responses in the telecommunications industry in the South-South Geopolitical Zone of Nigeria. Uncontrolled communications had word of mouth (WOM) communications and publicity as its independent proxies while consumer responses were measured by consumer preference, brand attitude and brand re-use intention as the dependent variables. The researchers adopted the survey research design on a usable sample size of 355 respondents drawn from three senatorial districts of Akwa Ibom, Rivers and Delta states. Descriptive and inferential statistics were used to analyse the data obtained through a structured questionnaire titled “Uncontrolled Communications and Consumer Response Questionnaire” (UCCRQ). The test of hypotheses was done with the use of multiple regressions and ANOVA. The results of the analyses showed positive and significant effects of the uncontrolled communications on the three separate consumer responses. Thus, the researchers concluded that uncontrolled communications has a significant and positive effect on consumer preference, brand attitude and brand re-use intention. They recommended among other things, that there is a need for the Management of the studied telecommunications companies, namely MTN, Globacom, Airtel Nigeria and 9Mobile, to continue to build their service quality and delivery systems around integrity, credibility and humanity in order to enhance their companies’ reputation and customers’ trust which will make customers talk positively and persuasively about the firms.