Communication Channels, Feedback Mechanisms and Dealership Performance: Evidence from MTN Dealers in Lagos State, Nigeria

Abstract

This study investigated how MTN Nigeria's communication-channel choices and feedback mechanisms influence dealership performance in Lagos State, Nigeria, with strategic alignment and perceived customer satisfaction treated as performance outcomes. The study responded to a practical problem in telecommunications channel management: formal communication systems may exist, but dealer performance depends on whether messages are routed through appropriate channels, reach decision-makers and generate timely feedback closure. Anchored on Media Richness Theory, Participatory Communication Theory and Agency Theory, the study adopted a descriptive mixed-methods design. Dealers Perception on MTN Downstream Channel Communication questionnaire was administered to 222 registered MTN dealer-owners selected through stratified random sampling across Lagos West, Lagos East and Lagos Central. Twelve dealer representatives were also interviewed for qualitative explanation of survey patterns. Quantitative data were analysed with frequencies, means and simple linear regression, while interview data were thematically interpreted. The study discovered that channel appropriateness drives alignment ($r^2 = 0.55$). Finally, the research revealed that responsiveness drives satisfaction ($R^2 = 0.39$). However, dealers rated message routing to owners, the dealer portal, complaint acknowledgement timelines and shared learning from feedback poorly. The study concluded that dealership performance is shaped less by information volume than by channel fit, decision-maker targeting and feedback responsiveness. It recommended verified owner-facing digital channels, service-level agreements for dealer tickets and a searchable knowledge base built from resolved feedback cases.