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Switching Cost and Customers Loyalty in the Mobile Phone Market:the Nigerian Experience

Oyeniyi, Omotayo and Abiodun, A. J. (2010) Switching Cost and Customers Loyalty in the Mobile Phone Market:the Nigerian Experience. Business Intelligence Journal, 3 (1). pp. 111-121.

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Abstract

Switching cost is one of the most discussed contemporary issues in marketing in attempt to explain consumer behaviour. The present research studied switching cost and its relationships with customer retention, loyalty and satisfaction in the Nigerian telecommunication market. Based on questionnaire administered to customers in the mobile telecommunication industry; the study finds that customer satisfaction positively affects customer retention and that switching cost affects significantly the level of customer retention. However, the effect of switching barriers on retention is only significant when customers consider to exit.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mr Solomon Bayoko
Date Deposited: 25 Oct 2013 19:59
Last Modified: 25 Oct 2013 19:59
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/1720

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