Perception and Reaction of Subscribers to Service S' Cost of GSM Roviders in Nigeria Telecomminication Sector

In Nigeria today, subscribers own more than one network line in order to have access to various network they intent to call at all time, not this alone the tariff / service cost charge by GSM providers are quite higher compare to each order. Base on this, the study investigates the perception and reaction of subscribers to services' cost of GSM providers in Nigeria telecommunication sector. 150 copies of questionnaire were administered with close monitoring, 100% rate of return were eventually achieved. Purposive and random samplings were used to select the representative members of GSM provider in the state. Simple regression method and Kruskal-Wallis Test were used for the analysis, the results revealed that all null hypotheses are rejected and alternative hypotheses are accepted, that is, there ischain relationship between customer service cost/tariff charges by GSM providers and customer's retention, value of services, new customer generation and that network reliability and accessibility will improve subscribers' reaction positively if at all the service cost is relatively high. From the findings, it was recommended that managers should endeavor to enhance the market share of their organisation through effective customers' service packages. Also, market survey should be carried out on regular basis to determine and re-determine the perception and reaction of subscribers toward GSM provider in Nigeria.