Volume 2, Issue 1, 2026

EFFECT OF XTRA AIRTIME SUSPENSION ON CONSUMER BEHAVIOR IN UMUAHIA, ABIA STATE, NIGERIA

ADINDU, Chidinma Peace. Ph.D, EKWE, Blessing Ph.D & ANIUGA, Chukwuma Ph.D

Abstract

This study investigates the effect of Xtra Airtime suspension on
consumer behavior in Nigeria, with particular focus on financial
decision-making and communication usage pattern. The study is
anchored on Expectation Disconfirmation Theory (EDT), which
explains how removal of an expected service feature can lead to
dissatisfaction, altered usage patterns, weakened loyalty,
switching intention and negative perception of the brand. The
research adopts a descriptive survey design, utilizing structured
questionnaires to gather data from mobile network users in
Umuahia Abia state, Nigeria. Findings indicate that the
suspension of airtime credit services significantly affect consumer
communication usage pattern and consumer financial decision
making. Based on the findings we concluded that Xtra airtime was
more than an airtime borrowing service; it was a strategic
customer support tool that enhanced communication accessibility,
financial flexibility, and customer loyalty. Its suspension has
therefore created notable behavioral changes among subscribers
and may have long-term implications for telecom operators if
suitable alternatives are not introduced. We recommended that
telecommunication providers should consider introducing
alternative flexible payment systems or regulated micro-credit
options that support consumer welfare while maintaining
compliance with financial regulations.

Keywords

Xtra Airtime, consumer behavior, communication usage patterns, financial decision making

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