Effect of Customer Loyalty on Nigeria Mobile Telecom Operators: Case of MTN Nigeria

Williams, Taiwo A (2012) Effect of Customer Loyalty on Nigeria Mobile Telecom Operators: Case of MTN Nigeria. [Dissertation (University of Nottingham only)] (Unpublished)

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Customer loyalty has been a subject of investigation for many years in the service industry in the more developed countries of the world and in the academic circles with its importance to business success being understood by managers. The purpose of this paper is to establish how customer satisfaction impacts loyalty amongst subscribers of telecommunications services in Nigeria specifically looking at one of the first Mobile communications companies in Nigeria (MTN Nigeria).

Firstly, a model was established to represent the relationship between customer loyalty and its influencing factors (customer satisfaction, perceived quality, switching cost).

Secondly, a survey of questionnaire has been conducted which help to found out that the factors service quality which comprises the SERVQUAL dimensions of (Responsivenes, Reliability, Assurance, Tangibility and Empathy); perceived product quality, perceived service quality, customer satisfaction have an important impact on customer loyalty on Nigeria's mobile telecom industry.

Thirdly, separating these factors into 3 groups through investigate the performance of customer loyalty in MTN Nigeria. At last, some recommendations were given to MTN Nigeria.

Key words: customer loyalty; customer satisfaction; perceived quality; customer value; switching cost; Nigerian mobile telecom industry, MTN Nigeria

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 07 Jan 2013 16:40
Last Modified: 21 Mar 2022 16:10
URI: https://eprints.nottingham.ac.uk/id/eprint/25708

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