Relationship marketing and loyalty of mobile phone customers


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The purpose of this study is to critically examine the effect of relationship marketing (such as trust, commitment, communication effectiveness, and conflict handling) on customer loyalty in the telecommunication service delivery sector. The data for this study were gathered through a questionnaire. In addition, a survey of two hundred and twenty-five (225) customers of telecommunication services in Nigeria supports the investigation. The Statistical Package for Social Sciences (SPSS) version 22 was employed to analyze the data gathered. The findings of this study show that trust, commitment, communication effectiveness, and conflict handling directly affect customer loyalty. In addition, all four variables directly influence customer loyalty. Hinging on the study’s discoveries, the paper suggested that organizations should strategically implement relationship marketing as this will help build and increase loyal customers. This study contributes to the body of knowledge in this field, which adds significant value. Moreover, the study provides valuable details on the telecommunication sector, possibly new to many readers.

The authors wish to appreciate the management of Covenant University for the full sponsorship of this publication in this journal.

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    • Figure 1. Conceptual model
    • Table 1. Respondents’ data
    • Table 2. Relationship marketing (trust, commitment, communication, and conflict handling) and customer loyalty
    • Conceptualization
      Taiye Borishade
    • Data curation
      Taiye Borishade, Oladele Kehinde
    • Formal Analysis
      Taiye Borishade, Oladele Kehinde
    • Methodology
      Taiye Borishade, Olaleke Ogunnaike
    • Resources
      Taiye Borishade, Olaleke Ogunnaike, Oladele Kehinde, Deborah Aka
    • Writing – original draft
      Taiye Borishade
    • Project administration
      Olaleke Ogunnaike, Deborah Aka
    • Software
      Olaleke Ogunnaike
    • Supervision
      Olaleke Ogunnaike, Oladele Kehinde
    • Writing – review & editing
      Oladele Kehinde, Deborah Aka
    • Validation
      Deborah Aka
    • Visualization
      Deborah Aka