ABSTRACT
This Master’s thesis sought to assess and analyze the variables capable of influencing loyalty of mobile phone subscribers as well as how service providers can enhance loyalty of their customers in Nigeria. The study was basically a survey that used the quantitative approach. A structured questionnaire was developed and personally administered to a sample of University of Ilorin students across four major GSM operators in the country. Four hundred (400) respondents were sampled through a stratified random sampling. Out of this, three hundred and forty-eight (348) copies of the questionnaire constituting 87% response rate were got for analysis. Of the eleven (11) operational factors that were used to assess loyalty of customers in the Nigeria Mobile Telecoms industry, all variables except Brand Image and Service Centre Quality were found to be capable of influencing customer loyalty and also considered as the most important loyalty variables in the industry. The unavailability of Mobile Number Portability was found to be a prominent factor in tying consumers down to service providers while the generally low satisfaction with the present state of service delivery in the industry also plays a role in this direction. Therefore, the retention been enjoyed by the service providers can be described as circumstantial. Part of the recommendations given include the service providers embarking upon drives that will reduce to its barest minimum drop calls, improve call quality and SMS delivery which is likely to make subscribers perceive given quality as high among others
Table of Contents
- Chapter One: Introduction
- 1.1 Background of the research
- 1.2 The Characteristics of Nigerian Mobile Telecom Market
Objectives and Key Themes
This research aims to understand the factors contributing to customer loyalty within the Nigerian mobile telecommunications market. The study explores the significance of customer loyalty in a competitive market and investigates characteristics specific to the Nigerian context.
- The importance of customer loyalty in driving business profits.
- Characteristics of the Nigerian mobile telecommunications market, including its size, growth, and key players.
- The impact of market competition on customer loyalty strategies.
- The role of customer service in fostering loyalty.
- The absence of Mobile Number Portability (MNP) in Nigeria and its implications.
Chapter Summaries
Chapter One: Introduction: This chapter establishes the context of the research by highlighting the critical role of customer loyalty in achieving long-term profitability, especially in competitive markets. It emphasizes the considerable investment required to acquire new customers compared to retaining existing ones, citing statistics that underscore the financial benefits of customer loyalty. The chapter then focuses on the Nigerian mobile telecommunications market, its rapid growth, key players (MTN, Zain, Glo, Etisalat), and market segmentation (GSM and CDMA). It details the market's evolution since deregulation in 2001, highlighting subscriber growth, revenue figures, and the absence of mobile number portability (MNP), which poses challenges for customers switching providers. The chapter effectively lays the groundwork for the research by demonstrating the significance of customer loyalty in the dynamic Nigerian telecom landscape and identifies key areas for further investigation.
Keywords
Customer loyalty, Nigerian mobile telecommunications market, market competition, customer service, mobile number portability (MNP), GSM, CDMA, MTN, Zain, Glo, Etisalat, profitability, market growth, subscriber base.
Nigerian Mobile Telecom Market: Customer Loyalty Research - FAQ
What is the main focus of this research?
This research aims to understand the factors contributing to customer loyalty within the Nigerian mobile telecommunications market. It explores the significance of customer loyalty in a competitive market and investigates characteristics specific to the Nigerian context.
What are the key themes explored in the research?
Key themes include the importance of customer loyalty for business profits, characteristics of the Nigerian mobile telecom market (size, growth, key players), the impact of market competition on loyalty strategies, the role of customer service in fostering loyalty, and the absence of Mobile Number Portability (MNP) and its implications.
Which chapters are included in the research preview?
The preview includes an introduction (Chapter One), outlining the research background and characteristics of the Nigerian mobile telecom market.
What is the significance of customer loyalty in this context?
The research highlights the considerable investment required to acquire new customers compared to retaining existing ones, emphasizing the financial benefits of customer loyalty in achieving long-term profitability, especially within a competitive market.
What are the key characteristics of the Nigerian mobile telecommunications market?
The Nigerian market is described as rapidly growing, with key players like MTN, Zain, Glo, and Etisalat. Market segmentation includes GSM and CDMA technologies. The absence of Mobile Number Portability (MNP) is a significant factor influencing customer behavior and loyalty.
What is the role of customer service in this research?
The research investigates the role of customer service as a key factor in fostering customer loyalty within the competitive Nigerian mobile telecommunications market.
What is the impact of the absence of Mobile Number Portability (MNP)?
The absence of MNP in Nigeria is identified as a significant challenge for customers wishing to switch providers, impacting customer loyalty strategies and market dynamics.
What keywords are associated with this research?
Keywords include: Customer loyalty, Nigerian mobile telecommunications market, market competition, customer service, mobile number portability (MNP), GSM, CDMA, MTN, Zain, Glo, Etisalat, profitability, market growth, subscriber base.
What is covered in Chapter One: Introduction?
Chapter One sets the context by discussing the importance of customer loyalty for profitability in competitive markets. It details the Nigerian mobile telecom market's rapid growth, key players, market segmentation, and the absence of MNP. It effectively lays the groundwork for the research.
- Quote paper
- Olayiwola Wasiu Bello (Author), 2010, Mobile Telecommunication Customer Loyalty in Nigeria: Determining factors, Munich, GRIN Verlag, https://www.grin.com/document/192554
