EFFECTIVE MARKETING AS A TOOL FOR ACHIEVING MAXIMUM CUSTOMER SATISFACTION IN TELECOMMUNICATION INDUSTRY”. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
1.1 BACKGROUND OF THE STUDY
Telecommunication is explained by Bell Graham as communication between two people using equipment to overcome the effect, caused by distance or physical barriers between them. The communication needs not the two ways and the equipment need not necessity electronic. At a time, men depended on iron and wooden gong and the use of town criers to exchange vital information while some animals were used to achieve the purpose in primitive days. Those methods thought a bit cumbersome in modern age, since they cannot meet the need of widely dispensed large audience, they still compliment the modern media including the telecommunication. The world today is becoming a global village and a necessary tool for this process is communication of which telecommunication is a key player. The quantum development in the telecommunication industry all over the world is very rapid as one innovation replaces another in a matter of weeks. A major breakthrough is the wireless telephone system which comes in either fixed wireless lines or the global system of mobile communication (GSM).
Communication without doubt is a major driver of any economy, emerging trends in socio-economic growth shows a high premium being placed on information and communication technology (ICT) by homes, organizations and the nation.
Nigeria is not left out in the race for rapid development as nations economy has been subjected to years of economic reverse as mismanagement which leads to gross underdevelopment in the telecommunication sector which facilities was first established in 1886 by the colonial administration. Until the early 90’s when the President Gen. Ibrahim Badamasi Babangida deregulated the sector with the establishment of the telecommunication regulatory body, Nigerian Communication Commission (NCC). So far, the NCC has issued various license to privet communication operators, which allowed privet telephone operators to roll out fixed wireless telephone lines and analogue mobile phones.
The return of democracy however paved way for the granting of GSM licenses to some service providers, hence, the tele-density of about 0.5 telephone lines per 1000 people have dramatically increased. In May 2000, the federal government of Nigeria came out with a national telecommunication policy which recognizes that an efficient, reliable and affordable telecommunication system is a key factor in the overall development of any nation and such system must be universally accessible and cost effective. The over-riding objective of the policy was to achieve the modernization and rapid expansion with the ultimate goal of making telecommunication service affordable, reliable and available to all. Also, the policy had the objective to create enabling environment that will attract investors and resources to achieve.