Perceived Market Risk And Customer Satisfaction As Predictors Of Customer Loyalty In The Global System Of Mobile Telecommunication In Lagos State Nigeria

Simple item page
dc.contributor.authorOlufayo, T. O.
dc.contributor.authorOmoera, C.
dc.date.accessioned2022-08-08T12:06:20Z
dc.date.available2022-08-08T12:06:20Z
dc.date.issued2021-11
dc.descriptionScholarly articleen_US
dc.description.abstractCustomer loyalty is seen as very important in corporate organisation because it is cheaper to retain customer than getting new one. This paper examined how perceived market risks and customer satisfaction predict loyalty in the Global System of Mobile (GSM) telecommunications in Nigeria in the perspective of mobile phone users in Lagos state. The study examined financial and functional risks as well as customer satisfaction as predictors of customer loyalty. Cross-sectional survey research as an aspect of descriptive design was adopted in conducting the study. The subscribers' base in Lagos state is put at 19,417,181 by National Bureau of Statistics (NBS) in 2019 and 800 subjects were used in collecting information that was processed using descriptive statistics, multiple regression statistics. Results show that there was a statistically significant relationship between financial risk, functional risk, and satisfaction on customer loyalty. It was concluded that marketers in the GSM industry should formulate and implement marketing strategies that will focus on mitigating financial and functional risk and enhance customer satisfaction. The study recommended that strategies should be formulated to encourage customer patronage and loyalty.en_US
dc.description.sponsorshipResearchersen_US
dc.identifier.citationOlufayo, T. O. & Omoera, C. (2021). Perceived Market Risk And Customer Satisfaction As Predictors Of Customer Loyalty In The Global System Of Mobile Telecommunication In Lagos State Nigeria. Noun Journal Of Management And International Development, 6(1), 124-139en_US
dc.identifier.issnISSN 2344-102X
dc.identifier.urihttps://ir.unilag.edu.ng/handle/123456789/10999
dc.language.isoenen_US
dc.publisherNoun Journal Of Management And International Developmenten_US
dc.relation.ispartofseriesISSN:978-978-928-241-0;6
dc.subjectperceived market risken_US
dc.subjectFunctional risken_US
dc.subjectFinancial risken_US
dc.subjectSatisfactionen_US
dc.subjectCustomer loyaltyen_US
dc.subjectResearch Subject Categories::SOCIAL SCIENCES::Business and economicsen_US
dc.titlePerceived Market Risk And Customer Satisfaction As Predictors Of Customer Loyalty In The Global System Of Mobile Telecommunication In Lagos State Nigeriaen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Olufayo Article Perceived market risk and customer satisfaction as predictor of customer loyalty in the Global System of Mobile telecommunication in Lagos State Nigeria (1).docx
Size:
67.05 KB
Format:
Microsoft Word XML
Description:
Main Article
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Business Administration- Scholarly Publications