ABSTRACT
This Master’s thesis sought to assess and analyze the variables capable of influencing loyalty of mobile phone subscribers as well as how service providers can enhance loyalty of their customers in Nigeria. The study was basically a survey that used 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 87% response rate were got for 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 in this direction. Therefore, the retention been enjoyed by the service providers can be described as circumstantial. Part of the recommendations given include the service providers embarking upon drives that will reduce to its barest minimum drop calls, improve call quality and SMS delivery which is likely to make subscribers perceive given quality as high among others
Inhaltsverzeichnis
- CHAPTER ONE
- INTRODUCTION
- 1.1 Background of the research
- 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 of the Study
- 1.6 Justification for the Study
- 1.7 Scope and Delimitation
- CHAPTER TWO
- LITERATURE REVIEW
- 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 and Customer 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
- 2.1 Conceptual Framework
- CHAPTER THREE
- RESEARCH METHODOLOGY
- 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
- PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
- 4.1 Response Rate
- 4.2 Respondents' Characteristics and Classification
- 4.3 Presentation and Analysis of Data According to Research Objectives
- 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 identifiedfactors.
- 4.3.4 How service providers can better enhance the loyalty of their customers.
- CHAPTER FIVE
- SUMMARY, CONCLUSION AND RECOMMENDATION
- 5.1 Summary
- 5.2 Conclusion
- 5.3 Recommendation
- SUMMARY, CONCLUSION AND RECOMMENDATION
- PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
- BIBLIOGRAPHY
- APPENDIX 1
Zielsetzung und Themenschwerpunkte
Diese Arbeit zielt darauf ab, die Faktoren zu untersuchen, die einen bedeutenden Einfluss auf die Kundenloyalität in der nigerianischen Mobilfunkbranche haben. Darüber hinaus wird die Leistung ausgewählter Mobilfunkanbieter in Bezug auf diese Faktoren analysiert. Die Untersuchung wird aus der Perspektive der Mobilfunkkunden durchgeführt, um ein umfassendes Verständnis ihrer Erwartungen und Präferenzen zu gewinnen. Die Arbeit identifiziert und analysiert elf Faktoren, die sich auf die Kundenloyalität in der nigerianischen Mobilfunkbranche auswirken, basierend auf einer umfassenden Literaturrecherche zu diesem Thema. Die Studie untersucht auch, wie Mobilfunkanbieter in Nigeria die Loyalität ihrer Kunden verbessern können, und bietet Empfehlungen für die Anbieter, um die Kundenbindung zu stärken.
- Die Bedeutung der Kundenloyalität in der Mobilfunkbranche
- Faktoren, die die Kundenloyalität beeinflussen
- Die Leistung von Mobilfunkanbietern in Bezug auf diese Faktoren
- Strategien zur Steigerung der Kundenloyalität
- Die Besonderheiten des nigerianischen Mobilfunkmarktes
Zusammenfassung der Kapitel
Kapitel 1 führt in das Thema der Kundenloyalität in der nigerianischen Mobilfunkbranche ein. Es stellt den Hintergrund der Forschung dar, definiert das Problem und formuliert die Forschungsfragen und -ziele. Kapitel 2 bietet einen umfassenden Literaturüberblick zu den Konzepten der Kundenloyalität, Kundenzufriedenheit, Switching Costs und Corporate Image. Es präsentiert verschiedene Definitionen und Theorien zu diesen Themen und untersucht den Zusammenhang zwischen diesen Konzepten und der Kundenloyalität. Kapitel 3 beschreibt die Forschungsmethodik der Studie, einschließlich der Stichprobenziehung, der Datenerhebung und der Datenanalyse. Kapitel 4 präsentiert die Ergebnisse der Datenanalyse und interpretiert die gewonnenen Erkenntnisse. Es untersucht die Bedeutung der identifizierten Faktoren für die Kundenloyalität und analysiert die Leistung der Mobilfunkanbieter in Bezug auf diese Faktoren. Kapitel 5 fasst die Ergebnisse der Studie zusammen, zieht Schlussfolgerungen und gibt Empfehlungen für Mobilfunkanbieter, um die Kundenloyalität zu verbessern.
Schlüsselwörter
Die Schlüsselwörter und Schwerpunktthemen des Textes umfassen Kundenloyalität, Mobilfunkbranche, Nigeria, Kundenzufriedenheit, Switching Costs, Corporate Image, Leistung, Strategien, Faktoren, Erwartungen, Präferenzen, Mobilfunkkunden, Datenanalyse, Ergebnisse, Empfehlungen.
- RESEARCH METHODOLOGY
- LITERATURE REVIEW
- INTRODUCTION
- Quote paper
- Olayiwola Wasiu Bello (Author), 2010, Mobile Telecommunication Customer Loyalty in Nigeria: Determining factors, Munich, GRIN Verlag, https://www.grin.com/document/192554
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