DETERMINANTS OF CONSUMER LOYALTY AS A MARKETING STRATEGY IN TELECOMMUNICATION INDUSTRY (A CASE STUDY OF NIGERIAN MOBILE TELECOMMUNICATION NETWORK - MTN NIGERIA)
This paper examines the effect of combining different marketing strategies on customer loyalty in the telecommunication industry, given the influencers/determinant of customer loyalty. In this study, the survey method was used in gathering information from the respondents. Simple random sampling was used to select a sample size of 240, and multiple regression is applied using SPSS software. The paper found that, there is positive relationship between integrated marketing strategies and customer loyalty (p = 0.000, at alpha 5% level of significance). The result indicate that five factors (marketing strategies, customer satisfaction, switching barrier, environmental dynamism and operational standard) influence customer loyalty while the sixth factor (facilities) has no significant influence on customer loyalty. The result has been able to provide adequate information on these six factors as they affect customers' loyalty. Consequently, telecommunication companies should include this information in their marketing strategies so as to improve patronage from customers.
|Keywords: Customers' Loyalty, Marketing Strategy, Satisfaction, Determinants|
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