V2I7P31

Evaluating Net Promoter Score (NPS) as a Key Performance Indicator in Nigeria’s GSM Industry

Henry Gbenga Olotuah^1*, Samson Adenle Oyetunji²

Abstract

This study examines the application of the Net Promoter Score (NPS) as a metric for assessing customer loyalty and service quality among GSM users in Obi/Akpor Local Government Area of Rivers State, Nigeria. A total of 381 valid responses were collected through structured questionnaires, targeting mobile subscribers of MTN, Airtel, Glo, and 9mobile. The questionnaire captured both demographic data and service quality perceptions across five key dimensions: network reliability, call clarity, data speed, pricing fairness, and customer service. The data were analyzed using descriptive statistics, Pearson correlation, and multiple linear regression analysis with the aid of SPSS version 25. Results revealed that all five service quality dimensions significantly influenced NPS ratings, with customer service (β = 0.243, p < 0.001) and network reliability (β = 0.181, p < 0.001) emerging as the strongest predictors. Other predictors such as call clarity (β = 0.168), data speed (β = 0.129), and pricing fairness (β = 0.112) also showed statistically significant relationships. The study concludes that NPS is a valid, simple, and actionable tool for telecom operators in Nigeria to monitor customer loyalty and guide retention strategies. It recommends that telecom providers complement NPS with Customer Satisfaction Score (CSAT) and Customer Effort Score (CES) for a more holistic understanding of user experience. Integrating NPS insights into strategic planning can lead to more targeted infrastructure investments, improved customer support systems, and reduced churn in the highly competitive GSM sector.

Keywords:

Net Promoter Score, customer loyalty, GSM networks, service quality, regression analysis, Nigeria, telecom customer experience