Open AccessLong-Term Relationship Building and Customer Switching Behaviour in the Mobile Telecommunication Industry in Nigeria
Author(s) -
Oseremen Ebhote
Publication year - 2021
Publication title -
the romanian economic journal
Language(s) - English
Resource type - Journals
eISSN - 2286-2056
pISSN - 1454-4296
DOI - 10.24818/rej/2021/80/02
Subject(s) - business , loyalty business model , mobile service , telecommunications , service provider , customer retention , marketing , mobile telephony , service (business) , service quality , computer science , mobile radio
This paper examined long-term relationship building and customer switching behavior among mobiletelecommunication operators in Nigeria. The population of this study includes all mobile telecommunicationcompany and their subscribers in Edo State, Nigeria. The samples for this study were drawn from MobileNetwork Service Providers and their subscribers. For service providers, three (3) out of the nine (9) mobilenetwork operators were selected (Nigeria Communication Commission NCC, 2020). Morgan and Krejcie's(1970) sampling methods were implemented to choose a sample of 322 mobile telecom subscribers Godden(2004). The paper employed regression analysis to analyze and test the hypothesis formulated. The resultshowed that long-term relationship building (Two-way Communication, Customer retention Strategy,Customer Loyalty, and Relational Bond) had a positive statistically significant relationship with customerswitching behavior among mobile telecommunication operators (Network service providers) at p>0.05. Theresearch recommends among others that players of the mobile telecommunication Industry (mobile networkservice providers) should embrace the application of long-term relationship-building to achieve, sustain andretain customers' usage of their products, this will enable them to compete better with other players in theindustry. Also, they should engage in relational bonding aimed at creating attachment with the customerleading to customer retention and subsequently profitability.