Strategic Orientation and Service Quality of Mobile Telephone Network MTN in Selected States in Nigeria

Strategic orientation is an important factor for organizations, sustainable competitive advantage, firm growth and financial performance. Strategic orientation is capable of creating organisational direction by charting the course of the firm's effort, by focusing the effort through promoting coordination, by providing people with an easy way to understand the organisation and by providing consistency and reducing ambiguity. However, the significant effect of strategic orientation is yet to be felt by telecommunication sector which has been attributed to privation of unstable performance in services quality. Extant studies on the performance of telecommunication companies have attempted to elucidate on the challenges of telecommunication and the attendant supposed solutions, conversely, most of the extant research focus more on developed countries than developing countries such as Nigeria. Hence, this study examined the effect of strategic orientation onservice quality of Mobile Telephone Network MTN in selected States in Nigeria. Survey research design was adopted. The first population was 357,325 selected Tertiary Institution Students, while the second population was 76 Top management MTN Staff. A sample size of 499 for the student population was determined using Cochran formula, while 76 MTN staff was determined viacensus method. Multistage sampling was adopted. A validated questionnaire was used to collect data. Cronbach's alpha reliability coefficients for the constructs ranged from 0.79 to 0.92. The response rate was 89.9 . Data were analyzed using descriptive and inferential statistics. Findings revealed that strategic orientation dimensions customer orientation, technology orientation, marketing capabilities, market orientation had significant effect on service quality of Mobile Telephone Network MTN in selected States in Nigeria Adj. R2 = 0.641 F 4,69 = 33.600, p= 0.000 as regards to staff and strategic orientation dimensions also had significant effect on service quality of Mobile Telephone Network MTN in selected States in Nigeria Adj. R2 = 0.719 F 4,438 = 284.041, p= 0.000 as regards to customers. The study concluded that strategic orientation dimensions customer orientation, technology orientation, marketing capabilities, market orientation had significant effect on customer experience of Mobile Telephone Network MTN in selected States in Nigeria. The study recommends that Telco companies should increase their commitment in adopting strategic orientation practices to the entire telco process and also embrace the adoption of technology orientation in order to accomplish continued and sustained service quality at all times. Tadese L. B. | Adefulu, D. A. | Ajike, E. O. | Titilayo, J. O. "Strategic Orientation and Service Quality of Mobile Telephone Network (MTN) in Selected States in Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd43658.pdf Paper URL: https://www.ijtsrd.commanagement/business-policies-and-strategies/43658/strategic-orientation-and-service-quality-of-mobile-telephone-network-mtn-in-selected-states-in-nigeria/tadese-l-b