Effect of pricing policy on customer satisfaction: a study of MTN Nigeria, Abuja

This study was triggered by the recurrent complaints of lack of stability, unfair, and inconsistent pricing policies in the competitive telecoms market in Abuja which were believed to have reduced customer loyalty and value perception. The study aimed at investigating the influence of pricing policy on customer satisfaction of MTN customers in Abuja. This study used descriptive research design. The population of the study were 349 respondents and the sample size was 223 using Yamane's formula with 20% margin of safety for non-response. Stratified sampling technique was used to select the respondents for the study and structured questionnaire with a five-point likert scale was used to gather primary data. SPSS Version 27.0 was used to analyze data by regression analysis. The results showed that the price fairness had a positive and significant effect on customer loyalty with standardized Beta value of .684 and significance value of .000. The results also indicated that competitive pricing positively and significantly affected the perceived value, as measured by a standardized Beta value of .641, and a significance value of .000. The study found out that pricing policy had a significant impact on customer satisfaction for MTN Nigeria customers in Abuja. The study suggests MTN Nigeria should ensure fairness, transparency and consistency in pricing, and keep pricing strategies competitive to reflect customers purchasing power and market options.