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The Interplay of Service Quality, Perceived Value, Satisfaction, and Switching Barriers in Retaining Telecom Customers in Southeast Nigeria.

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Titel: The Interplay of Service Quality, Perceived Value, Satisfaction, and Switching Barriers in Retaining Telecom Customers in Southeast Nigeria.
Autoren: Anorue, Uchenna C., Ezugwu, Martins N., Ojonta, Peace Nwamaka, Ugwuja, Dorathy Ngozi, Obin, Obin Ogban, Chime-Nganya, Chioma, Njideka, Taiwo Ijeoma
Quelle: Nsukka Journal of the Humanities; Sep2025, Vol. 33 Issue 3, p168-187, 20p
Schlagwörter: SWITCHING costs, CUSTOMER relationship management, CUSTOMER retention, QUALITY of service, PEARSON correlation (Statistics), CUSTOMER satisfaction
Abstract: This study investigates how mobile telecommunications customer relationship management (CRM) programmes influence customer retention among selected providers in South East Nigeria. Employing a survey and correlational design, the research targeted a population of 428 GSM subscribers across three states in the region. A multi-stage sampling approach identified knowledgeable respondents who have used mobile services for more than three years. Data were collected via a structured questionnaire and analyzed using Pearson's correlation coefficient to assess the relationships between CRM programme dimensions and customer retention. Findings indicate that service quality, perceived value, customer satisfaction, and switching barriers within mobile CRM programmes significantly enhance customer retention. Among CRM components, the customer service and support solutions programme exhibited the strongest influence on retention. A strong positive relationship was observed between CRM programme implementation and customer retention, underscoring that retention outcomes for mobile operators are dependent on effective CRM strategies. [ABSTRACT FROM AUTHOR]
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Datenbank: Complementary Index
Beschreibung
Abstract:This study investigates how mobile telecommunications customer relationship management (CRM) programmes influence customer retention among selected providers in South East Nigeria. Employing a survey and correlational design, the research targeted a population of 428 GSM subscribers across three states in the region. A multi-stage sampling approach identified knowledgeable respondents who have used mobile services for more than three years. Data were collected via a structured questionnaire and analyzed using Pearson's correlation coefficient to assess the relationships between CRM programme dimensions and customer retention. Findings indicate that service quality, perceived value, customer satisfaction, and switching barriers within mobile CRM programmes significantly enhance customer retention. Among CRM components, the customer service and support solutions programme exhibited the strongest influence on retention. A strong positive relationship was observed between CRM programme implementation and customer retention, underscoring that retention outcomes for mobile operators are dependent on effective CRM strategies. [ABSTRACT FROM AUTHOR]
ISSN:07948107