Customer Loyalty in the Telecommunication Industry in Nigeria

The purpose of this study was to develop and test a model which examined customer loyalty in telecommunication industry in Nigeria. The research collected data through questionnaire which was self-administered from a sample of mobile users of the telecom industry in the Nigerian. The importance of customer loyalty cannot be over emphasized as this study has showed that it is significant to organizational growth financially. The SPSS 17 and SMART PLS 2.0 software packages were used for data entry and further analysis. The PLS analyses results show significant relationship and provides support for majority of the hypothesis setup according to extensive literature review such as customer satisfaction, service quality, customer support, customer expectation among others. However, results show that there is no significant relationship between customer satisfaction and customer loyalty but, some other variable which are switching barrier and interpersonal relationship in Nigeria. The study also discusses a few managerial suggestions and gave future recommendation. Keywords: Customer loyalty, Customer satisfaction, Sales promotion, Image, Service quality.