ABSTRACT
The study investigated the effect of service quality on
customer satisfaction and loyalty in the telecommunication industry in Nigeria
specifically in Port Harcourt. The research was conducted after Nigeria has
just introduced the mobile number portability (MNP) system which provides
dissatisfied customer the opportunity to port other network in search for
better mobile services. The objective of this study is to examine the strength
of the relationship between service quality and customer loyalty in the
telecommunication industry in Nigeria. The study seeks to examine the
responsiveness of an individual customer to certain products/services offered
due to the effectiveness or otherwise of a particular goods or services because
of the ultimate satisfaction derived from the product by the said
customer/consumer of the product. The SERVQUAL instruments postulated by
parasuraman, zeithami and Berry were used to measure service quality. Customer
satisfaction and customer loyalty construct were also established relying on
studies done by Zhang and Feng, Ozer. A total of 400 questionnaires
administered out of which 311 valid responses were obtained for the study. The findings
from the study revealed that service quality variables such as tangibles,
responsiveness, reliability, assurance and empathy have a positive influence on
customer loyalty assurance customer satisfaction. Besides, customer
satisfaction was found to have a direct relationship with customer loyalty. The
study recommends that mobile operators should endeavor to improve the quality
of mobile services offered to clients in order to achieve brand loyalty; mobile
telecommunication operators should adopt appropriate strategies such as
relationship marketing in order to promote customer satisfaction; mobile
operators should invest more funds into network expansion and maintenances in
order to ensure reliable mobile telecommunication services at all times instead
of spending too much funds on advertisement and promotion.
NWADIGHOHA, E (2021). Effect Of Service Quality On Customer Satisfaction And Loyalty In The Telecommunication Industry. Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-service-quality-on-customer-satisfaction-and-loyalty-in-the-telecommunication-industry-7-2
EPHRAIM, NWADIGHOHA. "Effect Of Service Quality On Customer Satisfaction And Loyalty In The Telecommunication Industry" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 03 Sep. 2021, https://repository.mouau.edu.ng/work/view/effect-of-service-quality-on-customer-satisfaction-and-loyalty-in-the-telecommunication-industry-7-2. Accessed 24 Dec. 2024.
EPHRAIM, NWADIGHOHA. "Effect Of Service Quality On Customer Satisfaction And Loyalty In The Telecommunication Industry". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 03 Sep. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-service-quality-on-customer-satisfaction-and-loyalty-in-the-telecommunication-industry-7-2 >.
EPHRAIM, NWADIGHOHA. "Effect Of Service Quality On Customer Satisfaction And Loyalty In The Telecommunication Industry" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-service-quality-on-customer-satisfaction-and-loyalty-in-the-telecommunication-industry-7-2