Modelling brand loyalty in the Nigerian telecommunications industry

Inegbedion, H.E and Obadiaru, E.D. (2018) Modelling brand loyalty in the Nigerian telecommunications industry. Journal of Strategic Marketing. pp. 1-16. ISSN 1466-4488

Full text not available from this repository.


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.

Item Type: Article
Uncontrolled Keywords: Modelling, brand loyalty, telecommunications industry, Nigeria
Subjects: H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Date Deposited: 30 Jun 2021 15:30
Last Modified: 30 Jun 2021 15:30

Actions (login required)

View Item View Item