ABSTRACT
This project examined the role service delivery in accessing completive advantage in marketing
– using specifically Airtel Nigeria Plc. Thus, the project had the following as object (i) to
determine what constitutes effective customer service for a typical service – oriented telecoms
company like Airtel Nigeria, (ii) to examine the roles that marketing strategies could play
influencing consumer buying behavior in the modern telecoms industry, (iii) to determine the
contributions of marketing research to the growth of Airtel Nigeria and (iv) to find out the role of
effective customer relationship management as a competitive tool in the telecoms industry. In
order to highlight the forgoing objectives, the survey method of research was employed in the
study. Both primary and secondary sources of data were utilized in gathering information. The
primary sources consist of questionnaires and oral interviews while the secondary sources were
gathered from existing literature on the subject matter of the study. Tabular presentation of data
analysis was used whereby the effect and relationship of one data with another was being
quantified by simple percentile presentations, the study hypotheses were tested for validity using
the chi – square technique.
The study showed that it was critical that Airtel Nigeria Plc should
acquire knowledge of customer buying behavior in the telecoms industry and seek customer
delight with respect to its customer service. Additionally, the study revealed that the service
quality was a critical success factor for consumer patronage in the telecoms industry and that the
aim of product and service launch by organizations in the telecoms industry should be to satisfy
customer needs and consequently, telecoms products and services should be designed to satisfy a
wide range of customer types in the market. Thus, Airtel Nigeria Plc should deploy those
marketing strategies backed up with marketing research that would positively influence
consumer buying behaviour, Airtel’s product launch and product development must be up with
the latest telecoms technology for competitiveness and effectiveness in the market
