APPRAISAL OF INDIGENOUS LANGUAGE USAGE IN TELECOMMUNICATION CUSTOMERS' CARE SUBSCRIBER SERVICE SATISFACTION AMONG STUDENTS OF OSUN STATE POLYTECHNIC, IREE.

This study appraises the use of indigenous language in telecommunication customer care and its influence on subscriber service satisfaction among students of Osun State Polytechnic, Iree. In service encounters, language affects comprehension, comfort, trust, and the overall evaluation of service quality, especially where the service is communication-intensive. Research on service encounters shows that language has a significant influence across service contexts and is strongest in high-involvement and communication-based services. In Nigeria, the telecommunication industry is highly service-driven, and customer care remains central to consumer experience, complaint handling, and retention. Nigerian studies further show that service quality has a positive relationship with customer satisfaction in the telecom sector, while studies on language preference in service encounters suggest that indigenous language use improves comprehension, emotional comfort, and coordination of service delivery. Using a qualitative documentary review design, this paper finds that indigenous language usage in telecom customer care is likely to improve subscriber satisfaction among OSPOLY students by enhancing understanding, speeding up problem resolution, building trust, and reducing communication barriers. The study concludes that indigenous language usage, especially Yoruba and Nigerian Pidgin where appropriate, can serve as an important customer-care strategy in a multilingual environment like Nigeria, provided that it is used professionally and alongside clear English support.