EFFECT OF COMMUNICATION ON CUSTOMER LOYALTY IN NIGERIAN: A CASE OF TELECOMMUNICATION INDUSTRY

Odonye Dauda Emmanuel, Prof. Barnabas Barde and Dr. Odonye Dauda Yusuf
Volume 1 Issue 1

Abstract

Business environment today is characterized by fierce competition, high global consumer behavior, rapidly changing innovations and customer expectations that have turned customer loyalty into a management battle. Marketers in the telecommunications industry are faced with the challenge of finding a profitable path in this strongly changed competitive landscape. Hence, this study is being conducted to examine the effect of communication on customer loyalty in the Nigerian telecommunications industry, using participants from Nasarawa state as the study area. To achieve this goal, both quantitative and qualitative data collection, interpretation and analysis methods have been used. The study uses multiple regression and descriptive statistics to interpret and analyze the collected data. The result of the research work showed significant and positive relationships between communication and customer loyalty, which indicates a good connection between the activities of an organization (communication channel and quality of communication) and the consumer responses through their decision as subscribers to patronize a particular network service provider in Nigeria. Based on these results, the study came to the conclusion that communication is a strategic tool for targeting subscribers to patronize a firm’s products or services and to retain them with a mobile telecom service provider for a long time. The study therefore recommends that managers of telecommunications companies in Nigeria should develop a strong ability to establish effective communication programs for their organization in order to benefit from the direct and indirect influences of communication on the company's products and services as well as the company's overall performance to justify the company's existence. Key Words: Communication, Customer loyalty, and Telecommunication Industry

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