The Determinants of Customer Loyalty in Nigeria’s GSM Market

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Customer churn and segmentation

Abstract

The objective of the study is to investigate the determinants of customer loyalty in the GSM market in Nigeria. Primary data was obtained through a questionnaire. 252 questionnaires were self-administered by the researchers to the subscribers of the four major GSM providers in Lagos State. 198 of the questionnaires were returned, properly filled. The questionnaires were analyzed using SPSS 17. Pearson Product Moment Correlation was used to establish the relationship between the independent and dependent constructs of the research. The findings revealed that service quality, customer satisfaction, and corporate image are important determinants of customer satisfaction and loyalty in the Nigeria’s GSM market. The fourth factor, price/tariff is found not to be a determinant of customer satisfaction and loyalty in market. A conclusion was drawn to the effect that since factors influencing customer loyalty have been established, GSM companies should note these and emphasize them in their marketing strategy.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996The Behavioral Consequences of Service Quality 1979Review of Psychometric theory (2nd ed.).1992A National Customer Satisfaction Barometer: The Swedish Experience 1990Zero defections: quality comes to services.1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden

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