Correlate of Service Quality Dimensions and Customer Loyalty in the Nigerian Telecom Markets: Does Customer Satisfaction Play a Mediating Role?

Abstract

This study investigated the relationship between service quality dimensions and customer loyalty in the Nigerian Telecom market with particular interest in identifying if customer satisfaction plays a mediating role. Hypotheses were formulated visa -vis theoretical background and conceptual models. A survey data generated from 183 experienced telecom customers were used as the research database. The study utilized SERVPERF measuring scale for adaptability and Correlation techniques in analyzing the data. Basically, it was discovered that the empathy dimension of service quality has a strong and positive relationship with customer loyalty and customer satisfaction. The implication is that people crave contacts and are highly likely to be loyal to that service provider that gives them individualized attention in a service that is characterize by low contact between service provider and customers.