The Impact of Service Quality, Satisfaction, Trust on Customer Loyalty for Mobile Operators in Nigeria

• 발행기관: 동아시아경상학회
• 저자명: Umunnakwe Clifford Gyu-Bae Kim
• 간행물 정보: 『East Asian Journal of Business Economics』Vol.7 No.2, 31~41쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

Purpose – This paper examines the major antecedents of customer loyalty for mobile operators in a developing country in Africa especially in Nigeria. This study tests 5 hypotheses about the relationships among service quality, customer satisfaction, trust, and customer loyalty. Research design and methodology – In order to collect the sample data, online survey was conducted via email and social media network. The samples were collected from 415 random respondents. The statistical analyses were done for both assessing the reliability and the validity and testing 5 hypotheses of this study. SPSS version 21 was used for empirical analysis. Results – Service quality has a significant effect on customer satisfaction and service quality has a significant effect on trust also. Customer satisfaction has a significant effect on trust and customer satisfaction has a significant effect on customer loyalty also. Trust has a significant effect on customer loyalty. All of 5 hypotheses were supported. Conclusions – The results of the study show that it is important for marketing managers to manage service quality, customer satisfaction, and trust for improving customer loyalty in mobile service industry. This study also provides some implications for mobile service managers about the importance of customer retention and customer loyalty.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Hypotheses and Research Model

4. Methodology

5. Results

6. Conclusions

키워드

Service Quality Customer Satisfaction Trust Customer Loyalty Mobile Operators.