Determinants of Brand Loyalty among Consumers’ in the Mobile Telecommunication Industry in the Faculty of Management Sciences, Akwa Ibom State University, Nigeria (Published)
The main objective of this study was to examine the determinants of brand loyalty among mobile telecommunication consumers in the Faculty of Management Sciences, Akwa Ibom State University. The survey research design was adopted for the study. The primary data were obtained through questionnaire administered to 175 respondents using simple random sampling technique and a total of 145 copies of questionnaire were retrieved for data analysis. Four hypotheses were formulated and tested at 0.05 level of significance and the data for the study were analyzed using tables, frequency, percentage and Pearson Correlation.The findings of the study revealed that service quality, price, promotion, and network coverage have significant relationship with brand loyalty among subscribers of mobile telecommunication service. Based on this,it was recommended among others that mobile telecommunication service providers should ensure continuous improvement on service quality to attract subscribers’ interest to their network.
Keywords: Consumers, Price, Service Quality, brand loyalty, mobile telecommunication service providers., network coverage