Marketing Mix and Subscribers' Satisfaction in the Telecommunications Industry

Abstract

This study examined marketing mix and subscribers’ satisfaction in the telecommunications industry. It assessed the relationship between marketing mix strategies (product variety, promotion, people and process) and subscribers’ satisfaction in the telecommunications industry. Cross sectional research design was adopted and primary data were obtained from 107 telecommunication subscribers using a structured questionnaire. Data analysis was done using descriptive statistics (frequency tables and simple percentages) and inferential statistics (Pearson’s product moment correlation) in the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that product variety, promotion, people and process had significant positive relationships with subscribers’ satisfaction in the telecommunications industry. In line with these findings, we made practical implications for possible implementation by players in the telecommunications industry.