Assessment of Customer Complaint Handling Practices in Mobile Network Operators in Adamawa State

Customer complaint management is central to service quality improvement and customer retention, and examining complaint handling practices among mobile network operators in Adamawa State, North East Nigeria, provides evidence for service improvement in an underserved market. This study assessed the complaint handling practices and customer satisfaction with complaint resolution among mobile network operator subscribers in Adamawa State. A survey of 250 mobile subscribers in Yola, Mubi, and Numan was conducted using structured questionnaires. Complaint handling was assessed on five dimensions: accessibility of complaint channels, response timeliness, resolution effectiveness, staff attitude during complaint handling, and follow-up communication. Overall complaint satisfaction and switching intention were measured as outcome variables. Descriptive statistics and regression analysis were employed. Results showed that resolution effectiveness was the strongest predictor of overall complaint satisfaction (beta = 0.51, p < 0.001). Response timeliness was rated as poor by 67% of respondents, with average complaint resolution times reported as exceeding 5 business days in 58% of cases. Accessibility of complaint channels was relatively good (mean: 3.6 out of 5), with toll-free lines the preferred channel. Unresolved complaints were the strongest driver of switching intention (OR = 5.8, p < 0.001). MTN showed the highest complaint satisfaction scores among the three operators. The study recommends that mobile network operators in Adamawa State establish 48-hour maximum resolution time standards and conduct monthly complaint trend analysis to prevent repeat complaint issues. Keywords: customer complaint handling, mobile network operators, Adamawa State, complaint resolution, switching intention