The Impact of Mobile Marketing on the Quality of Service Provided by Internet Service Providers (ISPs) in Nigeria: A Case Study of VDT Communications Limited

Oluwasanmi Moses Kehinde
Additional contact information
Oluwasanmi Moses Kehinde: MBA Graduate, University of Ibadan

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 7, 76-80

Abstract: This paper examines the influence of mobile marketing strategies on perceived service quality delivered by Internet Service Providers (ISPs) in Nigeria, using VDT Communications Limited as a case study. With the rise in mobile connectivity and intensifying market competition, ISPs are increasingly leveraging mobile platforms (SMS, WhatsApp, mobile apps) to enhance responsiveness, reliability, and customer satisfaction. The study applies the SERVQUAL model and Unified Theory of Acceptance and Use of Technology (UTAUT) to assess how mobile marketing impacts service delivery. Empirical evidence was drawn from 300 customers in Lagos and Ibadan, with qualitative insights from VDT staff and regulatory observations from the Nigerian Communications Commission (NCC). Results indicate that timely and targeted mobile engagement reduces complaint volumes, improves user satisfaction, and builds brand loyalty. The paper concludes with recommendations for ISPs seeking to integrate mobile marketing into customer experience strategies.

Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijrsi/d ... 12-issue-7/76-80.pdf (application/pdf)
https://rsisinternational.org/journals/ijrsi/artic ... munications-limited/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjc:journl:v:12:y:2025:i:67:p:76-80

Access Statistics for this article

International Journal of Research and Scientific Innovation is currently edited by Dr. Renu Malsaria

More articles in International Journal of Research and Scientific Innovation from International Journal of Research and Scientific Innovation (IJRSI)
Bibliographic data for series maintained by Dr. Renu Malsaria ().