Ethical Marketing And Customer Satisfaction In Telecommunications Companies
[A CASE STUDY OF MTN, NIGERIA]

1.7 Scope of the Study

The limits within which the study was conducted and defined by the subject matter, geographical, and the time scope. The following were identified by the researcher as the limits within which the study was confined.

1.7.1 Content Scope

Principally, the study examined the effects of ethical marketing and customer satisfaction in telecommunications companies with specific focus on determining the impact of ethical pricing on customer satisfaction; examining the effect of the integrity of marketers on customer satisfaction; and determining the extent to which ethical advertisement affects customer satisfaction so as to find out whether product and service quality, price, personal and situational factors based upon the level of service quality provided by the service provider were met.

1.7.2 Geographical Scope

The study covered the staff of MTN (U) and the customers in Kampala city. The study was done in MTN (U) Headquarters Office located on MTN Tower in Kampala and other randomly selected MTN outlets in Kampala city.

1.7.3 Time Scope

In respect of the study, the time scope focused on the period 2013 to 2017, which noted inadequacies in marketing operations and increased customer dissatisfaction by MTN Nigeria. The research took a period of six months to complete that is from January 2017- July 2017.

1.8 Significance of the Study

The study is a source of literature to other scholars who will be researching on a related topic.

MTN Nigeria Ltd.

In selecting this particular field of study, the research was influenced by interest and desire to study, identify, examine and analyze the issues with ethical marketing and problems of customer satisfaction in this competitive and global economy, the research benefits MTN Nigeria by helping it to understand how ethical marketing strategies can aid it in improving sales and how it can have  a positive impact on their brand and their company as a whole through increasing customer satisfaction.

Policy makers;

This study of ethical marketing and problems of customer satisfaction in MTN provided ideas about ways and means through which such issues and problems could be handled appropriately.

Researchers

The researcher hoped that those who will read this will make inputs in view of their experience, knowledge and skills in regards to their respective organizational settings to add their views maturely

MTN clients

The study benefits the general public by helping them understand the ethical nature of MTN Nigeria’s promotional tools being so as to maintain a base of satisfied customers.

1.9 Setting of the study

MTN headquarters are Located at 22 Hannington Road on Nakasero Hill in the Kampala Central Division, MTN Nigeria is the largest telecom company in Nigeria, with 11.2 million subscribers, accounting for 55 percent market share, as of 30 June 2017. MTN Nigeria is a subsidiary of MTN Group, a multinational telecommunications group connecting approximately 232 million people in 22 countries across Africa and the Middle East. In 2009, MTN Nigeria introduced its mobile telephone-based banking product known as Mobile Money. As of March 2015, MTN controlled 80 percent of the mobile money market in the country.

1.10 Organization of the research

The study is arranged in eight chapters:

Chapter One; This chapter explains the introduction, general background to the study, statement of the problem, objectives of the research, research questions, scope and significance of the study.

Chapter Two; This presents the study literature that has been surveyed to justify the current study and literature that has been reviewed to design a model for the current study.

Chapter Three; This chapter shows the methodology that was employed to carry out the study including research designing population of the study, sampling methods and techniques, sample size data collection procedures and instruments, data processing, data analysis and ethical considerations.

Chapter Four; This chapter is the analysis and presentation of the field findings on the influence of ethical pricing and product standards on customer satisfaction.

Chapter Five; This chapter presents the analysis and presentation of the field findings on the relationship between the integrity of marketers and customer satisfaction.

Chapter Six; This chapter presents the analysis and presentation of the field findings on the extent to which ethical advertisement affects customer satisfaction

Chapter Seven; This chapter involves the harmonization and discussion of the findings on ethical marketing and customer satisfaction in MTN-Nigeria.

Chapter Eight: This chapter presents the summary of the study, the conclusions drawn from the findings, recommendations and the areas for further research.