ANALYSIS OF CUSTOMER SATISFACTION AS THE MEDIATOR BETWEEN RELIABILITY, RESPONSIVENESS, ASSURANCE AND CUSTOMER LOYALTY AMONG MOBILE PHONE USERS IN NIGERIA'S TELECOMMUNICATION INDUSTRY

Abstract

The survey study was based on sample of mobile phone users in Enugu metropolitan city in South Eastern Nigeria. The respondents were randomly chosen from the four mobile operators in Nigeria (MTN, GLO, Airtel and 9mobile). Respondents must have used the mobile service for at least one year in other to participate in the survey. Out of the total 300 copies of distributed questionnaires, 250 were found useable in the final analysis, which accounted for 83% response rate. All the items were modified to suit the context of the current study. It was found that reliability of a telecom provider has the greatest effect on satisfaction which is statistically significant. Surprisingly responsiveness showed a negative relationship with loyalty, which indicated that responsiveness of a network provider has no statistical effect on customer loyalty. Implications on theory and practice are discussed.