Determinants of Customer satisfaction and loyalty among mobile telecom users in Abia state

ABSTRACT

The objective of the study is to investigate the determinants of customer satisfaction and loyalty among telecom users in Abia state. Primary data was obtained through a questionnaire. 220 questionnaires were self-administered by the researchers to the subscribers of the four major GSM providers in Abia State. 198 of the questionnaires were returned, properly filled. The questionnaires were analyzed using SPSS 20. Pearson Product Moment Correlation was used to establish the relationship between the independent and dependent constructs of the research. The findings revealed that service quality, customer satisfaction, and corporate image are important determinants of customer satisfaction and loyalty among mobile telecom users in Abia state. The fourth factor, price/tariff is found not to be a determinant of customer satisfaction and loyalty in market. A conclusion was drawn to the effect that since factors influencing customer satisfaction and loyalty have been established, network service provider should note these and emphasize them in their marketing strategy