Corellates of Customer Loyalty in Nigerian Telecommunication industry.

      Аннотация: Empirical evidences have shown that customer satisfaction, trust and corporate image can act as precursor to customer loyalty. In this study, the predicting power of these factors on customer loyalty among the subscribers of Nigerian mobile telecommunication industry was investigated. Findings revealed that all the three variables: (customer satisfaction, corporate image and trust) have a positive and significant effect on customer loyalty. Customer satisfaction has the strongest effect with Beta coefficient of 0.421 while corporate image and trust have Beta coefficients of 0.270 and 0.106 respectively. Overall, about 0.467 of the variance in customer loyalty was jointly accounted for by the three predictor variables. It was therefore recommended that in building a robust loyalty base among subscribers, telecommunication companies should focus on improving customer satisfaction, customer perception of trust and a desirable corporate image through interactive marketing mediums in addition to corporate social responsibility gestures.

Ключевые слова: customer, loyalty, Nigeria, Telecommunication, t?l?communication, Corellates, industry