Relationship marketing and loyalty of mobile phone customers
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Publisher
BUSINESS PERSPECTIVES
Abstract
Description
The purpose of this study is to critically examine the effect of relationship marketing
(such as trust, commitment, communication effectiveness, and conflict handling) on
customer loyalty in the telecommunication service delivery sector. The data for this
study were gathered through a questionnaire. In addition, a survey of two hundred
and twenty-five (225) customers of telecommunication services in Nigeria supports
the investigation. The Statistical Package for Social Sciences (SPSS) version 22 was employed
to analyze the data gathered. The findings of this study show that trust, commitment,
communication effectiveness, and conflict handling directly affect customer
loyalty. In addition, all four variables directly influence customer loyalty. Hinging on
the study’s discoveries, the paper suggested that organizations should strategically
implement relationship marketing as this will help build and increase loyal customers.
This study contributes to the body of knowledge in this field, which adds significant
value. Moreover, the study provides valuable details on the telecommunication sector,
possibly new to many readers.
Keywords
H Social Sciences (General), HD28 Management. Industrial Management