Service Quality and Customer Patronage of Telecommunication Products in Akwa Ibom State, Nigeria

This study examined the relationship between service quality and patronage of telecommunication products in Akwa Ibom State, Nigeria. Service quality was measured using tangibility, reliability, responsiveness, simplicity, and availability. Primary data were collected via questionnaires from 384 respondents using convenience sampling. Descriptive statistics and regression analyses were used for data analysis. The results showed significant positive relationships between service quality dimensions and patronage: tangibility (r = 0.875), reliability (r = 0.837), responsiveness (r = 0.897), simplicity (r = 0.649), and availability (r = 0.462). The SEM analysis confirmed these findings, revealing that reliability and responsiveness were the strongest predictors of patronage, followed by availability, simplicity, and tangibility. The model fit indices indicated an acceptable fit, validating the hypothesized relationships. Recommendations include enhancing the physical environment and facilities to reflect the organization’s values, ensuring promised services are delivered, and promptly addressing customer problems. Telecommunication companies should focus on understanding and meeting customer needs to encourage continued patronage.