Studies on GSM service delivery in SMEs are inadequate in Nigeria and this is required for them to survive in this competitive environment. Hence, this study investigated the perception of customers on benefits and hindrance of Global System of Mobile Communication on service delivery of Small Medium Enterprise (SMEs) in Nigeria. Research has found that perfect service occurs at customer’s moment of value especially when the customers want it, where they want it, how they want it and in a manner that is guaranteed to the customers known as perfect delivery.
Evidence from literature shows that GSM has contributed positively to the economic situation of Nigeria being an emerging communication industry in Africa, with Nigeria rated as one of the fastest growing market in this field of communication. This research was conducted on some selected and registered SMEs in Nigeria. The SMEs covered are sachet water producer, block Industry, dry cleaners, Motels and Restaurants. In this study customer`s perception on benefits and hindrances associated with GSM in Nigeria were analyzed.
1.1 Background of the study
In today’s highly competitive global market place, the pressure on organization’s to find new ways to creating and delivering value to customers is growing stronger. ICT is today being applied in many organizations in a wide range and operations areas. It has provided new ways to store, process, distribute and exchange information both within companies and with customers and supplier in the supply chain (Somuyiwa and Oyesikun, 2010). Most SMEs in Nigeria use Global System of Mobile communication (GSM) to communicate their customers and by this build stronger relationship. They realize that easy access to ICT and the delivery of their product or services are important drivers in developing and sustaining market competitiveness nationally and internationally. Business-to-Customer and electronic business can help companies to achieve competitive advantages by providing customers with superior services. The source of competitive advantage is found in the ability of the organization to differentiate with eyes of the customer from its competition and again from operating at lower cost and hence at lower cost and greater profit. According to Haag et., al., (2002). For SMEs to address customer needs in this ever-changing environment and also to be winner in the market-place, timing and superior service are becoming the keys to attain competitive advantage. Customers nowadays are becoming more time sensitive and time oriented in terms of time and service delivery. Evidences from the literature like (Yang 2001; Elegbeleye 2005; Ajiboye, et., al., (2007) showed that GSM has considerable impact on the economy being an emerging communication industry in Africa, with Nigeria rated as one of the fastest growing market in this field of communication. According to Ayo, et., al., (2007); Nigeria was the fastest growing telecoms nation in Africa and the third of the world. The country had experienced a phenomenal growth from a telecommunication density of 0.49 in 2000 to 25.22 in 2007. This trend had brought about a monumental development in the major sector of the economy, such as banking, telecoms and commerce in general. GSM is one of the most explosive developments ever to have taken place in the telecommunications industry (Wojuade (2005), Anyasi and Otubu (2009)). Audile (2000) described GSM as part of evolution of wireless mobile telecommunication that includes high speed circuit, switched data, general packets radio system and universal mobile telecommunication service.
The globalization of world economy has further amplified the importance of telecommunications to the economy. The Telecommunication Sector is one of the fastest-growing sectors in Nigeria as averred by Ajiboye et al. (2007). The phenomenal growth of GSM since it was introduced in Nigeria about ten years ago confirms this. GSM is indeed one of the major dividends of Nigeria’s transition to democracy. Since its invention, mobile phones have become a necessary product to many business owners and more users are expected and obviously the growing pace of worldwide mobile population will not slow down in the near future. The global mobile telecom users will be about 3.2 billion; the 45% of the world’s population 2011 according to Total Midyear population forecast for the world. This is together with the substantial growth of mobile phone as Hsiao (2004) confidently claimed on the potential growth of the mobile internet users. When more mobile phone users adopt mobile internet services, the m-commerce industry has a better opportunity for business growth. In the off-line environment, it is common knowledge that the quality of services and products is a key determinant of customer satisfaction and loyalty (Parasiraman et al., 1988). Recent empirical evidence shows that, this holds true also for electronic service providers. The quality of services delivered through a web site has become a more significant success factor than low prices or being the first mover in the market space (Reibstein, 2002). The extent to which the SMEs in Nigeria take the advantages of GSM for effective service delivery with their customers is the tenet of this study.
1.2 STATEMENT OF THE PROBLEM
Studies on GSM impact on service delivery of SMEs are inadequate in Nigeria as at the time of this work. Many studies show that SMEs are the driving engine of growth, job creation, and competitiveness in domestic and global markets. To achieve their full potential in these areas SME’s in Nigeria needs to catch up with the new managerial and economic trade such re-business, the telephone system in Nigeria has been challenged for years. Since the introduction of GSM, mobile telephoning has rapidly become the most popular method of voice communication in Nigeria; and the use of GSM in order to satisfy their customer wants most importantly the quality of their service delivery. The extent of GSM usage by SMEs and the effect on customers’ service delivery needed to be research into. There is a paucity of research in this area in Nigeria. Thus, this paper endeavors to investigate the usage of GSM as tool for improved service delivery in the Nigerian SMEs.
1.3 OBJECTIVE OF THE STUDYT
The main objective of this study is GSM service delivery in SMEs in Nigeria. But for the successful completion of the study; the researcher intends to achieve the following sub-objectives;
1. To examine the effect of GSM on service delivery in SMEs in Nigeria
2. To examine the level of adoption of GSM by SMEs in Nigeria
3. To identify factor that hinder the use of GSM by SMEs in Nigeria
1.4 RESEARCH HYPOTHESES
For the successful completion of the study, the following research hypotheses were formulated by the researcher;
H0: there is no significant relationship between GSM usage and service delivery by SMEs in Nigeria
H1: there is significant relationship between GSM usage and service delivery by SMEs in Nigeria
H0: GSM service delivery does not have any significant effect on the growth of SMEs in Nigeria
H2: GSM service delivery has a significant effect on the growth of SMEs in Nigeria
1.5 SIGNIFICANCE OF THE STUDY
It is believed that at the completion of the study, the results will educate the managers of SMEs in Nigeria and the general public on the effect of GSM on service delivery of SMEs. It will also educate on the factors limiting the effective usage of GSN by SMEs in Nigeria. This research will be a contribution to the body of literature in the area of the effect of personality trait on student’s academic performance, thereby constituting the empirical literature for future research in the subject area.
1.6 SCOPE AND LIMITATION OF THE STUDY
This study will cover the relationship between GSM usage and service delivery of SMEs in Nigeria.
In the course of the study, the researcher encounters some constrain which limited the scope of the study;
a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.
1.7 DEFINITION OF TERMS
GSM: GSM (Global System for Mobile communication) is a digital mobile telephony system that is widely used in Europe and other parts of the world. GSM uses a variation of time division multiple access (TDMA) and is the most widely used of the three digital wireless telephony technologies (TDMA, GSM, and CDMA)
SERVICE: Service, provision of assistance to customers or clients. Table service, food served by waiters and waitresses, also known as servers.
SMEs: The category of micro, small and medium-sized enterprises (SMEs) is made up of enterprises which employ fewer than 250 persons and which have an annual turnover not exceeding 50 million naira, and/or an annual balance sheet total not exceeding 43 million naira.
1.8 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), statement of problem, objectives of the study, research question, research hypotheses significance of the study, definition of terms and historical background of the study. Chapter two highlight the theoretical framework on which the study its based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study.