DETERMINANTS OF CUSTOMER LOYALTY AMONG SUBSCRIBERS OF GLOBAL SYSTEM FOR MOBILE (GSM) COMMUNICATION IN NORTH-WESTERN NIGERIA

Abstract

Mobile telecommunications has transformed the way in which people communicate and disseminate information and ideas, especially in developing countries. In Nigeria, there was full deregulation of the telecommunications industry in Nigeria which paved way for private sector participation leading to the licensing of  Global System for Mobile (GSM)  Communications operations in 2001. Due to the upsurge and the speed in the growth rate of the telecommunication industry in Nigeria, the GSM market has thrown up intense rivalry among the operators. Therefore, the GSM providers in Nigeria are faced with the challenges of demonstrating customer-focused and continuous service improvement, as a way to ensuring customer satisfaction, and customer loyalty. The objective of this study is to identify the determinants of customer loyalty among subscribers of GSM in Northwestern Nigeria. This study adopt survey research approach, and using logistic regression model, there is evidence to suggest that perceived price fairness does not affect customer loyalty in northwestern Nigeria. In addition, this study found out that the major factors influencing whether a GSM subscriber will reports brand loyalty are; perceived service quality, perceived brand image, and perceived customer satisfaction. This study suggests that the GSM service providers should continue to ensure the provision of a high service quality in the Northwestern Nigeria and by extension in the whole Nigeria in order to maintain customer loyalty.