The Impact of Mobile Marketing on the Quality of Service Provided by Internet Service Providers (ISPs) in Nigeria: A Case Study of VDT Communications Limited

This paper examines the influence of mobile marketing strategies on perceived service quality delivered by Internet Service Providers (ISPs) in Nigeria, using VDT Communications Limited as a case study. With the rise in mobile connectivity and intensifying market competition, ISPs are increasingly leveraging mobile platforms (SMS, WhatsApp, mobile apps) to enhance responsiveness, reliability, and customer satisfaction. The study applies the SERVQUAL model and Unified Theory of Acceptance and Use of Technology (UTAUT) to assess how mobile marketing impacts service delivery. Empirical evidence was drawn from 300 customers in Lagos and Ibadan, with qualitative insights from VDT staff and regulatory observations from the Nigerian Communications Commission (NCC). Results indicate that timely and targeted mobile engagement reduces complaint volumes, improves user satisfaction, and builds brand loyalty. The paper concludes with recommendations for ISPs seeking to integrate mobile marketing into customer experience strategies.