Marketing Implications of Call Drops and Customers’ Patronage

This study was conducted to unravel the marketing implications of call drops and the nature of customers patronage of GSM services providers in Imo & Abia States. The survey research design was adopted using the cross-sectional survey approach. Primary and secondary data were extensively used while the questionnaire was used in eliciting information from 384 respondents drawn from the customers of the three major GSM operators in Nigeria (MTN, Glo and Zain) who reside in Imo and Abia States. The sample size was determined using the percentage or proportional method. It was discovered from the study that incessant call drops impact negatively on the level of loyalty, satisfaction and customer patronage of GSM services providers. Also that the quality of network services, billing rates, coverage and first-to-float GSM services influenced subscribers’ choice of GSM networks and that customers feel very dissatisfied when calls drop repeatedly. The researcher recommended among others that the government through its communication bodies should set an eagle eye on the activities of the network providers, and also device a means of monitoring the rates and service quality of the operators.