Technological Innovations, Service Quality and Customer Satisfaction in Cameroons' Mobile Telecommunication Industry

Molem, Christopher Sama, Akume Daniel Akume, Beri Parfait Bihkongnyuy

Abstract: The quantum leap in technology and its discernible spillover in telecommunication, flanked by wide markets; magnetise adept and belligerent players, who endeavour to dispense wide and innovative services to consumers. Today, there is no doubt that mobile telecommunication has lulled everyone into an excited stupor, that has radically transformed the social landscape of nations. Consequently, marketing in the 21st century has been witnessing an almost proportionate change in customers? preferences to the evolving technology. This has led telecommunication firms in Cameroon and Africa at large, to embark on upgrading their technology after a long period of languishing with the 2G network. The paper therefore, set out to examine its impact on service quality and customer satisfaction. Our findings posit that, maintaining high quality to ensure customers? satisfaction and loyalty, in this spectre of fierce competition; is a boundless derivative of technological innovations. Therefore, since acquiring new customers is often substantially more expensive than retaining existing ones; it seems innocuous to recommend that managers should drive more attention to enhancing innovations, which is an antecedent to quality, satisfaction and loyalty.

Keywords: Technological Innovation, Service Quality, Customer Satisfaction, MTN Cameroon