FACTORS INFLUENCING CUSTOMER LOYALTY IN TELECOMMUNICATION INDUSTRY IN NIGERIA (A STUDY OF MTN MOBILE SERVICE OPERATORS IN KANO STATE)

ABSTRACT Customer loyalty has been identified as critical success factors in any business organization. Recent developments in the Nigerian telecommunications industry indicate that the operators engage in several marketing activities to ensure that their subscribers are satisfied and brand loyal. Consequently, this paper examined the Factors Influencing Customer Loyalty in Telecommunication Industry in Nigeria. Survey research design was used, based on these three predictors such as price rate, promotional pack and service quality were identified and tested toward customer loyalty as the dependent variable. Sample size of 400 respondent were captured from the registered MTN subscribers in Kano State Nigeria out of the population of 1,737,833through Yamane 1967 formula of sample size determination. Non probability sampling technique was used that involved convenience sampling technique and data were obtained through a structured close-ended questionnaire. A pilot study result that comprises of both exploratory factor analysis (EFA) and reliability test was used. Descriptive statistics that report the respondents profile was captured and inferential statistic that involve multiple regression analysis was used to test hypotheses of the study, using SPSS version 20. The results revealed that price rate, service quality and promotional pack have significant influence on customer loyalty in telecommunication industry. On the bases of these findings, a number of recommendations for telecommunication operators and the Nigerian government were outlined.