IMPACT OF MARKET SEGMENTATION ON CUSTOMER SATISFACTION IN MTN NIGERIA LIMITED, LAGOS

Efemena Mavis Elo, Kabiru Jinjiri Ringin, Shuaibu Halima

Abstract


The broad objective of this study was to examine the effect of market segmentation on customer satisfaction in MTN Nigeria Limited. The study adopted cross-sectional survey method. The population of the study included all MTN subscribers within Lagos, Nigeria. Through a purposive sampling method 50 individual subscribers and 35 corporate subscribers making a total of 85 subscribers were chosen to participate in the research Statistical Package for the Social Sciences (SPSS) was adopted for data analysis. The results of correlation analysis indicated that Geographical segmentation, Demographic segmentation, Psychographic segmentation and Behavioural segmentation were all positively and significantly correlated with customer satisfaction. The result of regression analysis revealed that geographic segmentation tends to have negative impact on the customer satisfaction while demographic, psychographic and behavioural segmentation were found to have positive effect on customer satisfaction. However, only geographic, demographic and psychographic segmentation were found to have statistically significant effect on customer satisfaction in MTN. The study concludes that market segmentation has the potential to predict customer satisfaction.


Keywords


Impact, Market Segmentation, Customer Satisfaction, MTN Nigeria Limited, Lagos.

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