دانلود رایگان مقاله انگلیسی مدل وفاداری برند در صنعت ارتباطات مخابراتی نیجریه - تیلور و فرانسیس 2018

ABSTRACT

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.

5.1. Conclusion

Given the current pattern of retention and losses, the structure of the telecommunication industry in Nigeria will change considerably and the current market leadership will be reversed on the long run if the current pattern of retention and losses continue. Such change in structure may translate to better services to subscribers as it reflects their dissatisfaction with the offerings of the current market leadership.

The study is not without some methodological imperfections which suggest the need for further research opportunities. First, although the study advances knowledge of consumers’ loyalty to GSM service providers in Nigeria, there is need to further examine the possibility of including and testing data from a larger sample size to establish whether the results will be consistent with those of this study. This will help to ascertain the degree of representativeness of the sample used in this study. A second limitation is that other areas of the marketing environment such as sales promotions, advertising, competition, etc., are not included in this model. For this reason, consumer loyalty may sway in response to aggressive sales promotion, advertisement and intense rivalry within the telecommunication industry; this may alter the predicted long-run equilibrium. Thirdly, the predicted ultimate market shares of this study are without prejudice to any unforeseen circumstances or financial obligations of the GSM service providers which may jeopardise their going concern if not properly managed. This is important because the ultimate market shares determined in the study depend on the going concern of the firms.