Mobile Telecommunication Customer Loyalty in Nigeria : Determining factors.
Olayiwola. Bello
Bok Engelsk 2012 · Electronic books.
| Omfang | 1 online resource (71 pages)
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| Utgave | 1st ed.
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| Opplysninger | Mobile Telecommunication Customer Loyalty in Nigeria -- ACKNOWLEDGEMENT -- TABLE OF CONTENT -- LIST OF TABLES -- LIST OF FIGURES -- ABSTRACT -- CHAPTER ONE -- 1.1 Background -- 1.2 The Characteristics of Nigerian Mobile Telecom Market -- 1.2.1 The Current situation of Nigerian Mobile Telecom Industry -- 1.3 Statement of the Problem -- 1.4 Research Questions -- 1.5 Objectives -- 1.6 Justification -- 1.7 Scope and Delimitation -- CHAPTER TWO -- 2.1 Conceptual Framework -- 2.1.1 Customer Loyalty -- 2.1.2 The Antecedents of Customer Loyalty -- 2.1.3 Customer Loyalty: Does it Really Work? -- 2.1.4 New Trend of Customer Loyalty -- 2.2 Customer satisfaction -- 2.2.1 The Definition of Customer Satisfaction -- 2.2.2 The Definition of Perceived Quality of Products and Service -- 2.2.3 Customer Loyalty and Perceived Quality -- 2.2.4 The Definition of Perceived Customer Value -- 2.2.5 Customer Loyalty and Customer Perceived Value -- 2.2.6 The Triad Relationship between Perceived Quality, Perceived Value andCustomer Satisfaction, Customer Loyalty -- 2.3 Switching cost -- 2.3.1 Definition and Typology -- 2.3.2 Switching Cost and Customer Loyalty -- 2.4 Corporate Image -- 2.4.1 The definition of corporate image -- 2.4.2 Corporate Image and Customer Loyalty -- 2.5 Theoretical Framework -- CHAPTER THREE -- 3.1 Study Area -- 3.2 Method of Investigation -- 3.3 Sampling Procedures -- 3.4 Measurement of Variables -- 3.5 Research Instrument -- 3.6 Validation of Research Instrument and Testing -- 3.7 Method of Data Analysis -- CHAPTER FOUR -- 4.1 Response Rate -- 4.2 Respondents' Characteristics and Classification -- 4.3 Presentation and Analysis of Data According to ResearchObjectives -- 4.3.1 Factors that specifically affect the loyalty of mobile telecom users -- 4.3.2 Influence of Gender, Age and Mobile Phone use Duration on Loyalty Variables.. - 4.3.3 Performance of the telecom service providers against the identified factors. -- 4.3.4 How service providers can better enhance the loyalty of their customers -- CHAPTER FIVE -- 5.1 Summary -- 5.2 Conclusion -- 6.2 Recommendation -- BIBLIOGRAPHY -- APPENDIX 1.. - With the increasing competition on the market, customer loyalty has become a decisive factor for long-term business profits. At its high, customer loyalty connotes the high entry barriers the competitor faces when entering the market, and it contributes significantly to a reduction of marketing costs. To attract new customers, companies are required to invest a lot of time and money which can result in uncertainties and risks over longer periods of time. The number of loyal customers as a sign of market share is more significant than the total number of customers. More loyal customers translate to high profits. Loyal customers will continue to purchase or receive the product or service from the same enterprises, and they will be willing to pay higher prices for the quality products and first-class services, thereby increasing sales revenue. Consequently, the focus of many enterprise managers at this point is on marketing management aspects to improve customer loyalty in order to gain the competitive advantage in the face of fierce competition. The importance of customer loyalty has been identified by many researchers and academics in the past years. This importance is also predominant in the telecommunication industry and, consequently, the Nigerian telecom industry. This book attempts to assess and analyze the variables that influence a mobile phone subscriber's loyalty and how Nigerian service providers can enhance this loyalty. The study is based on a survey that uses the quantitative approach. A structured questionnaire was developed and personally administered to a sample of University of Ilorin students across four major GSM operators in the country. Four hundred (400) respondents were sampled through a stratified random sampling. Out of this, three hundred and forty-eight (348) copies of the questionnaire, constituting an 87% response. - rate, could be used for the analysis. Of the eleven (11) operational factors that were used to assess loyalty of customers in the Nigeria Mobile Telecoms industry, all variables except Brand Image and Service Centre Quality were found to be capable of influencing customer loyalty and also considered as the most important loyalty variables in the industry. The unavailability of Mobile Number Portability was found to be a prominent factor in tying consumers down to service providers, while the generally low satisfaction with the present state of service delivery in the industry also plays a role. Therefore, the retention which the service providers were able to enjoy can be described as circumstantial. The given recommendations include that the service providers embark upon drives that will reduce dropped calls to a bare minimum, that they improve call quality, and that they develop SMS delivery standards. Biographische Informationen Olayiwola Bello holds a Master's Degree in Information Science and Business administration. He presently lectures at the University of Ilorin in the Department of Information and Communication Science. His areas of interest include mobile telecommunication, electronic/mobile services and information system management. He is happily married and currently pursuing his doctoral degree at the University of Ibadan, Nigeria.
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| ISBN | 9783842834736
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