A STUDY OF THE IMPACT OF CUSTOMER SATISFACTION, LOYALTY, TRUST AND RETENTION ON GSM NETWORK SERVICE QUALITY IN BAUCHI METROPOLIS

Abstract

The study was designed to investigate The Impact of GSM Network Service Quality on Customer Satisfaction, Loyalty, Trust and Retention in Bauchi Metropolis. GSM network subscribers and staff of the service providers in the study area composed the population of the study and in carrying out this research, a random sampling method was adopted and a sample of 438 of the subscribers was determined using Krejcie & Morgan table; (1970) plus 10% Alseekh, et-al. (2021).   Survey method was adopted in which a questionnaire was designed and tested and a total number of 455 were administered on the respondents in the study area to gather the required data.  The data were analyzed using the Likert’s 5–five points rating scale using PLS SEM statistical tool. Direct relationship hypothesis of the variables were used and tested.  Findings revealed that there is significant relationship between network service quality and customer satisfaction; there is also a significant relationship between network service quality and customer loyalty; there is also significant relationship between network service quality and customer retention, however, there is no significant relationship between network service quality and customer trust in the study area, as hypothesis (H₃) was not supported. It was  concluded that, based on the attained objectives of the research, it becomes imperative for the network owners to vigorously improve their commitments, most particularly provision and delivery of satisfactory network quality towards customer patronage.  Summarily, based on the attained objectives of this research, the results have provided theoretical, empirical, and practical implications/contributions to the body of knowledge in the field of marketing and entrepreneurship, most particularly in the aspect of customers’ patronage of the mobile network of their desired choice.  Essentially, it can be concluded that, the objectives of this research have been achieved based on the significant relationships established in the results of this study. Thus, the confirmation of significant influence of the relationship between customer satisfaction, customer loyalty, customer trust, customer retention and network service quality in such relationships in customer patronage justified the attainment of the objectives of this research. Recommendations were made to the service providers, government and the regulators of the GSM network services provision in Nigeria.