Abstract
The study examined ‘Modelling brand loyalty in Nigerian telecommunication Industry’. It sought to ascertain the retention capacity of major and other telecommunication service firms in Nigeria using time varying Markov chain analysis The conclusive research design was adopted and the population of the study consisted of customers of MTN, Airtel, Globacom, 9Mobile, and other telecommunication service providers in Kaduna state university, Ambrose Ali University, University of Benin, University of Abuja, University of Lagos, University of Ilorin and University of Port-Harcourt (all in Nigeria) and some online respondents from 20 different organisations across the six geopolitical zones in Nigeria. Research data were elicited from the respondents with the help of questionnaire. Out of a total sample size of 7600 respondents that were served, 4736 (62.3%) completed and returned their questionnaires. The research findings showed that on the long run if the pattern of retention and losses continues in this manner, 21% of the GSM subscribers in Nigeria will be loyal to MTN, 27% to Airtel, 35% to Globacom, 16% to 9Mobile, and 1% to others.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
