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Abstract:
This study attempts to determine the effects that customer perception of service quality have on their patronage of GSM service provider. A survey questionnaire was used to gather data from 395 consumers of GSM services in Kano metropolis. Pearson's Product-Moment Correlation Coefficient test was conducted. Weighted average was also used to analyse the relative influence of each dimension of service quality on consumer patronage. It was found that service quality has a positive and significant influence on consumer patronage. Of the five main dimensions of service quality analysed, reliability of service stood out as the most emphasised by consumers. On the basis of these findings, measures needed to shore up service quality and secure customer loyalty and patronage were offered to the operators.
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