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Product Branding and Consumer Loyalty in Telecommunication Industry

Author

Listed:
  • Akpoviroro Kowo Solomon

    (Department of Business Administration, Kwara State University, MaleteNigeria)

  • Amos Akinbola Olufemi

    (Department of Business Administration, Federal University of Agriculture, Abeokuta)

  • Oladipo Akinrinola Olalekan

    (Department of Accounting, Caleb University Lagos, Nigeria)

  • Adewale Adegbite Ganiu

    (Department of Marketing, Ogun State Institute of TechnologyIgbesa, Nigeria)

Abstract

Research Purpose. With fierce competition and saturated marketing in Nigeria, telecom operators must work hard to reduce cost, win new customers, and most importantly, retain the existing ones. The aim of the study was to examine the relationship between product branding and consumer loyalty in the Nigerian telecommunication industry.Design / Methodology / Approach. This research employed survey research design. Primary data was adopted with the aid of a questionnaire administered to the customers of three major telecommunication companies in Nigeria (MTN, AIRTEL and GLOBACOM) residing in Lagos State. The population of the study was 172, the sample size was 120, which were determined using the simple computation method. The study made use of statistical tools that include: analysis of variance (ANOVA), correlation efficient and Statistical Packages for Social Sciences (SPSS) Version 17.0.Findings. The results of this study confirm with the existing literature that product branding as a feature has a significant effect on product. The study found out that there exists a significant relationship between product branding and consumer loyalty in the Nigerian telecommunication industry. Consequently, from the practical perspective, telecommunication firms should expand their network coverage, improve the quality of service and provide better access to other networks within and outside Nigeria.Originality / Value / Practical implications. The study seeks to contribute to existing literature on product branding and customer loyalty. The paper contributes in clarifying that telecom providers in Nigeria must make product branding as a very important aspect of its marketing strategy and it must be given a serious approach, because it goes a long way to determine the success or failure of the product offer to the market, the firm in question and its ability to achieve consumer loyalty

Suggested Citation

  • Akpoviroro Kowo Solomon & Amos Akinbola Olufemi & Oladipo Akinrinola Olalekan & Adewale Adegbite Ganiu, 2020. "Product Branding and Consumer Loyalty in Telecommunication Industry," Economics and Culture, Sciendo, vol. 17(1), pages 94-103, June.
    • Handle: RePEc:vrs:ecocul:v:17:y:2020:i:1:p:94-103:n:9
    DOI: 10.2478/jec-2020-0009
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    References listed on IDEAS

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    1. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
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    3. Lai, Fujun & Griffin, Mitch & Babin, Barry J., 2009. "How quality, value, image, and satisfaction create loyalty at a Chinese telecom," Journal of Business Research, Elsevier, vol. 62(10), pages 980-986, October.
    4. Andres Kuusik, 2007. "Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels?," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 58, Faculty of Economics and Business Administration, University of Tartu (Estonia).
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    More about this item

    Keywords

    Product Branding; Consumer Loyalty; Choice and Patronage; Telecommunication Industry;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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