Determinants of Customer Loyalty During the Covid-19 Pandemic: Evidence from the Nigerian Telecommunication Industry
Keywords:
Covid-19, Customer loyalty, GSM, service, telecommunicationAbstract
The study examines the determinants of customer loyalty in the Nigerian telecommunication industry during the Covid-19 pandemic. Primary data was obtained online with the aid of Google Forms Application from 266 subscribers of the four foremost GSM providers in Benin City. All the copies of the questionnaire were filled and found usable. The responses were analyzed using SPSS 23.0 version. Multiple regression analysis was used to establish the relationship between the dependent and independent variables of the research. The findings revealed that service quality, corporate image, and switching cost are important determinants of customer loyalty in the Nigeria telecommunication industry during the Covid-19 pandemic. Price and prompt customer service/care are found not to be a determinant of customer loyalty. The study recommends that GSM providers should take into cognizance the factors influencing customer loyalty during the Covid-19 pandemic and lay emphasis on them in their marketing policy.
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