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Customer Loyalty Determinants in Nigerian Telecommunication Industry. A Study of Complaint Handling

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  • Anyionu, Samuel Chukwu

    (Department of Marketing, Caritas University Amorji-ike Enugu State-Nigeria)

  • Opara, Stella Chioma

    (Department of Public Administration, Caritas University Amorji Nike Enugu state- Nigeria)

Abstract

The main objective of the study was to determine the effects of complaint handling on customer loyalty. The study was a survey research design. The questionnaire was structured using five point likert scale. The population of the study was 173 subscribers from the different service providers in the south East. The hypotheses was tested using simple regression analysis which was facilitated by statistical package for social sciences (SPSS) version 20.The reliability of the scale was accessed by the use of Cronbach’s Apha which yielded 0.86.The findings of the study revealed that complaint handling has significant and positive relationship on customer loyalty. This means that Subscribers will stay with their service providers as long as their complaints are promptly attended to. That failure to attend to their complaints can lead to switching which has adverse effect on the firms’ performance. The study recommended that the network providers should develop some complaint handling techniques that will attract and hold subscribers for a long time. Such techniques include offering high quality services, prompt attention to service failures, providing affordable services, and providing customer satisfaction that will improve the firm’s services. The provision of such techniques will help those who have been assessing their customer care units to have solution to their complaints whenever such complaints arise. Prompt attention to these objections will bring closer relationship with the subscribers and their service providers. The service providers should intermittently conduct research to identify the various needs of the subscribers to attract, hold and maintain long term relationship with their subscribers

Suggested Citation

  • Anyionu, Samuel Chukwu & Opara, Stella Chioma, 2021. "Customer Loyalty Determinants in Nigerian Telecommunication Industry. A Study of Complaint Handling," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(7), pages 683-687, July.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:7:p:683-687
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    1. Bougie, J.R.G. & Pieters, R. & Zeelenberg, M., 2003. "Angry customers don't come back, they get back : The experience and behavioral implications of anger and dissatisfaction in services," Other publications TiSEM 1708fb71-fd68-41d9-b870-e, Tilburg University, School of Economics and Management.
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