Achieving Competitive Advantage through Quality Service Delivery in the Telecommunication Industry in Nigeria

Abstract

This study empirically investigates the role of quality service delivery in achieving competitive advantage in telecommunication industry in Nigeria. It specifically finds out if the attainment of competitive advantage is a function of service quality and examines the relationship between service reliability and competitive advantage. The study was conducted on a total of 115 customers of two leading telecommunication firms in Nigeria (MTN and AIRTEL). Two hypotheses were formulated for the study and were tested using multiple regression analysis. The results revealed that service quality delivery has a direct positive influence on competitive advantage and that through service reliability, firms can gain competitive advantage. The study recommends that strategic Managers in the telecommunication industry should improve on their services; especially in the areas of rate of successfully completed calls, SMS/MMS delivery rate and rate of pre-maturely terminated call.