ARTIFICIAL INTELLIGENCE AND BUSINESS SUCCESS OF TELECOMMUNICATION FIRMS IN PORT HARCOURT

Abstract

This study empirically examined the relationship Between Artificial Intelligence and Business success of Telecommunication Firms in Port Harcourt, Rivers State. The positivism approach to research was adopted in this study. Also, the correlational research design was adopted. The population of this study comprised all the registered telecommunication companies in Port Harcourt. Four (4) voice telecommunication companies that are duly registered with the Nigeria Communication Commission (NCC). The four (4) telecommunication companies include: MTN Nigeria Limited, Globalcom Nigeria Limited, Airtel Nigeria Limited and 9Mobile Nigeria Limited. The sample for this study consisted of four (4) telecommunication companies in Port Harcourt. The managers include top level managers, middle level managers and low level managers. A total of forty-five (45) respondents (managers). The reliability of the instrument was determined using the Cronbach's alpha test. Descriptive and inferential statistics were used to analyze the data that were gathered for this study. The Pearson Product Moment Correlation Method was used to test various hypotheses formulated. The result revealed that Artificial Intelligence (AI) particularly innovativeness and customer centricity, significantly and positively relate to business success within telecommunication firms in Port Harcourt. This study concluded that Artificial Intelligence via its dimensions of innovativeness and customer centricity is a significant predictor of business success of telecommunication firms in Port Harcourt. Based on the findings and conclusion, this study recommends that: telecom firms should prioritize AI innovations that address localized customer pain points—such as network reliability and service affordability—ensuring that AI tools are inclusive, accessible, and relevant to Port Harcourt's infrastructural realities.