Ebook53 pages1 hour
Mobile Telecommunication Customer Loyalty in Nigeria: Determining factors
Rating: 0 out of 5 stars
()
About this ebook
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.
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.
Related to Mobile Telecommunication Customer Loyalty in Nigeria
Related ebooks
Corporate Management, Corporate Social Responsibility and Customers: An Empirical Investigation Rating: 0 out of 5 stars0 ratingsIntroduction to Business Analytics Using Simulation Rating: 3 out of 5 stars3/5Parts Selection and Management Rating: 0 out of 5 stars0 ratingsBehavioural Targeting: An Online Analysis for Efficient Media Planning? Rating: 0 out of 5 stars0 ratingsEntering the Brazilian Market: A guide for LEAN Consultants Rating: 0 out of 5 stars0 ratingsM&A versus Alliances: The Impact of Partner-specific Alliance Experience on Governance Choice Rating: 0 out of 5 stars0 ratingsModern Embedded Computing: Designing Connected, Pervasive, Media-Rich Systems Rating: 5 out of 5 stars5/5Facility Management: Business Process Integration Rating: 0 out of 5 stars0 ratingsTeaching Civics: A Manual for Secondary Education Teachers Rating: 0 out of 5 stars0 ratingsNeuromarketing in the B-to-B-Sector: Importance, potential and its implications for Brand Management Rating: 0 out of 5 stars0 ratingsSustainability in Engineering Design Rating: 0 out of 5 stars0 ratingsBeyond the Gap: How Countries Can Afford the Infrastructure They Need while Protecting the Planet Rating: 0 out of 5 stars0 ratingsCompTIA Security+ Certification Study Guide: Exam SY0-201 3E Rating: 0 out of 5 stars0 ratingsNeeds Analysis and Programme Planning in Adult Education Rating: 0 out of 5 stars0 ratingsGoverning IT Outsourcing Relationships: The roles of contract, control, and relational norms Rating: 0 out of 5 stars0 ratingsElectronics from the Ground Up: Learn by Hacking, Designing, and Inventing Rating: 4 out of 5 stars4/5S60 Smartphone Quality Assurance: A Guide for Mobile Engineers and Developers Rating: 0 out of 5 stars0 ratingsIntroduction of an Employee-Led Training System at Stage Entertainment Germany: A Qualitative Study Rating: 0 out of 5 stars0 ratingsStrategic Management in Crisis Communication - A Multinational Approach Rating: 0 out of 5 stars0 ratingsEleventh Hour Security+: Exam SY0-201 Study Guide Rating: 0 out of 5 stars0 ratingsReason-Oriented Marketing: A Generic Marketing Approach for reasonable Products and Services Rating: 0 out of 5 stars0 ratingsEngineered Rubber Products: Introduction to Design, Manufacture and Testing Rating: 0 out of 5 stars0 ratingsThe State of Social Safety Nets 2015 Rating: 0 out of 5 stars0 ratingsHow Useful is the Information Ratio to Evaluate the Performance of Portfolio Managers? Rating: 0 out of 5 stars0 ratingsFinancing patterns of European Buy-Outs Rating: 0 out of 5 stars0 ratingsInvestment Strategies: Implementation and Performance Rating: 0 out of 5 stars0 ratingsIndia as Destination for Western retailers: Opportunities, Challenges and Strategic Decisions Rating: 0 out of 5 stars0 ratingsPrinciples of Mathematical Modeling Rating: 0 out of 5 stars0 ratings
Business For You
The Intelligent Investor, Rev. Ed: The Definitive Book on Value Investing Rating: 4 out of 5 stars4/5Your Next Five Moves: Master the Art of Business Strategy Rating: 5 out of 5 stars5/5Becoming Bulletproof: Protect Yourself, Read People, Influence Situations, and Live Fearlessly Rating: 4 out of 5 stars4/5Good to Great: Why Some Companies Make the Leap...And Others Don't Rating: 4 out of 5 stars4/5The Richest Man in Babylon: The most inspiring book on wealth ever written Rating: 5 out of 5 stars5/5Emotional Intelligence: Exploring the Most Powerful Intelligence Ever Discovered Rating: 5 out of 5 stars5/5Limited Liability Companies For Dummies Rating: 5 out of 5 stars5/5Grant Writing For Dummies Rating: 5 out of 5 stars5/5The Everything Guide To Being A Paralegal: Winning Secrets to a Successful Career! Rating: 5 out of 5 stars5/5Crucial Conversations Tools for Talking When Stakes Are High, Second Edition Rating: 4 out of 5 stars4/5Money. Wealth. Life Insurance. Rating: 5 out of 5 stars5/5Collaborating with the Enemy: How to Work with People You Don’t Agree with or Like or Trust Rating: 4 out of 5 stars4/5Tools Of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers Rating: 4 out of 5 stars4/5How to Get Ideas Rating: 5 out of 5 stars5/5The Book of Beautiful Questions: The Powerful Questions That Will Help You Decide, Create, Connect, and Lead Rating: 4 out of 5 stars4/5Robert's Rules Of Order Rating: 5 out of 5 stars5/5Company Rules: Or Everything I Know About Business I Learned from the CIA Rating: 4 out of 5 stars4/5Capitalism and Freedom Rating: 4 out of 5 stars4/5Lying Rating: 4 out of 5 stars4/5Leadership and Self-Deception: Getting out of the Box Rating: 4 out of 5 stars4/5Set for Life: An All-Out Approach to Early Financial Freedom Rating: 4 out of 5 stars4/5Crucial Conversations: Tools for Talking When Stakes are High, Third Edition Rating: 4 out of 5 stars4/5The Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition Rating: 4 out of 5 stars4/5The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers Rating: 4 out of 5 stars4/5Summary of J.L. Collins's The Simple Path to Wealth Rating: 5 out of 5 stars5/5Robert's Rules of Order: The Original Manual for Assembly Rules, Business Etiquette, and Conduct Rating: 4 out of 5 stars4/5
Reviews for Mobile Telecommunication Customer Loyalty in Nigeria
Rating: 0 out of 5 stars
0 ratings
0 ratings0 reviews
Book preview
Mobile Telecommunication Customer Loyalty in Nigeria - Olayiwola Bello
Enjoying the preview?
Page 1 of 1