(Nigerian Journal of Management Studies, 2015) Agada, Solomon Agada
In the determination of consumer preference for products or services, the level of
satisfaction and the attributes are critical variables that consumers attached
utility to in order to maximize their consumption of the product' or service as
well as value exchange. Consumer preference therefore has germane marketing
implications and can be adequately dissected through conjoint analysis
methodology. The study analysed the service attributes of four mobile telephone
operators in Nigeria and the implications on consumer preference for each ,
service provider. The findings reveal that in terms of relative impfrtance of the
service attributes and, their utility values, connectivity (21.5); and service
paCkages (18i 3) are the leading attributes consumers prefer with respective
levels of moderate and good Customer service levels'and MTN et4erging as the
most preferred service provider. It is therefore imperative that the mobile service
operators take cognizance of these factors as they have significant impact to
their service performance and consumers patronage