USERS’ PERCEPTION OF TELEMARKETING AS A DIRECT MARKETING TECHNIQUE BY SELECTED MOBILE TELECOMS OPERATORS IN NIGERIA

ABSTRACT

The use of telemarketing as a direct marketing technique by mobile telecommunications operators in Nigeria has generated concerns from mobile subscribers who have constantly complained about the indiscriminate nature of its application by the operators as they receive messages and calls at odd hours of the day; these complaints were usually channelled through the National Communication Commission. This study therefore investigates users’ perception of the use of telemarketing by telecoms operators to reach them. Four research questions were raised to guide the study and the survey method was used to generate qualitative and quantitative data for the research. The Australian National Statistical Service (NSS) Online Calculator was used in drawing up the sample size of 405 from the population in South-South Nigeria. The data gathered were presented in tables and charts. Other research works consulted found mostly that phone users were highly repulsed by telemarketing calls and messages, the findings of this study reveal that at least 79% respondents were adequately exposed to telemarketing activities of the telecoms operators; the messages and calls as sent by the telecoms operators lacked personalisation as such respondents frowned at the irrelevance of the messages and calls to their peculiar needs. Most of the respondents in spite of their dissent still subscribed to the advertised products and services while some of the respondents wished they found a telemarketing-free telecoms operator. The researcher recommended among others, that telecoms operators build a database of customers to aid in the personalisation of messages; that trust of customers be rebuilt through adequate information provided in t rhe ads about products and services.