Drivers of Customer Switching Behaviour in the Nigerian Road Transport Industry | Zendy

Onyeagwara Chukwuemeka O. | Zendy; Chukwudi I. Njelita | Zendy; Agu Godswill Agu | Zendy

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Drivers of Customer Switching Behaviour in the Nigerian Road Transport Industry

Author(s) -

Onyeagwara Chukwuemeka O.,

Chukwudi I. Njelita,

Agu Godswill Agu

Publication year - 2022

Publication title -

daengku journal of humanities and social sciences innovation

Language(s) - English

Resource type - Journals

ISSN - 2775-6165

DOI - 10.35877/454ri.daengku729

Subject(s) - promotion (chess) , business , marketing , service quality , quality (philosophy) , regression analysis , service (business) , road transport , transport engineering , engineering , mathematics , statistics , philosophy , epistemology , politics , political science , law

The purpose of this study was to investigate the factors driving customer switching behaviour in the Nigerian road transport industry. Arguing from the theory of planned behaviour, a survey of 371 (306 valid) customers of the organized road transport industry in Nigeria’s South-East was carried out. Collected data was analyzed with multiple regression analysis (MRA) in SPSS 21.0. Findings indicate that service quality, price, and promotion are positive and significant drivers of switching behaviour, while location is not. The study recommends crafting marketing strategies around service quality, price, and promotion as effective approach to avoid customer swapping.

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