A Cross Industry Comparison of Customer Satisfaction: Do More Alternatives Mean More Satisfaction?

Abstract

Customer satisfaction and the commitment of a customer to remain with an organisation may not always be as a result of a positive correlation between these two phenomena. Customers may remain with an organisation depending on the alternatives they have of obtaining the same or similar service elsewhere. This study examined customer satisfaction with three service industries in Nigeria that can be considered as oligopolists (banks, GSM and PHCN). Data were generated from a convenience sample of one hundred and fifty participants based on their response to a customer satisfaction questionnaire. Means and ANOVA statistics were used in the analysis of data. The results of this study showed higher customer satisfaction with banks, followed by GSM and then PHCN. PHCN also had the highest number of customers with low satisfaction compared to the other two industries. Implications of these findings were discussed and recommendations were made.