Modelling brand loyalty in the Nigerian telecommunications industry

Henry Inegbedion · Eseosa Obadiaru

35 citations0/0 files storedJournal of Strategic Marketing

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Customer churn and segmentation

Abstract

The study examined ‘Modelling brand loyalty in Nigerian telecommunication Industry’. It sought to ascertain the retention capacity of major and other telecommunication service firms in Nigeria using time varying Markov chain analysis The conclusive research design was adopted and the population of the study consisted of customers of MTN, Airtel, Globacom, 9Mobile, and other telecommunication service providers in Kaduna state university, Ambrose Ali University, University of Benin, University of Abuja, University of Lagos, University of Ilorin and University of Port-Harcourt (all in Nigeria) and some online respondents from 20 different organisations across the six geopolitical zones in Nigeria. Research data were elicited from the respondents with the help of questionnaire. Out of a total sample size of 7600 respondents that were served, 4736 (62.3%) completed and returned their questionnaires. The research findings showed that on the long run if the pattern of retention and losses continues in this manner, 21% of the GSM subscribers in Nigeria will be loyal to MTN, 27% to Airtel, 35% to Globacom, 16% to 9Mobile, and 1% to others.

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References

2018International Journal of Business and Social Science 2017European Journal of Business and Management 2004Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context 2019Journal of Economics and Sustainable Development 2001The relationship between customer loyalty and customer satisfaction 2004Building and sustaining profitable customer loyalty for the 21st century 1999Consumers' Trust in a Brand and the Link to Brand Loyalty 2010Resistance to Brand Switching when a Radically New Brand is Introduced: A Social Identity Theory Perspective

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