DETERMINANTS OF CUSTOMER LOYALTY TO MOBILE PHONE BRANDS

Edith Onowe Odia () and Simon Ayo Adekunle ()
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Edith Onowe Odia: Department of Business Administration, Faculty of Management Sciences, University of Benin, Benin City, Nigeria
Simon Ayo Adekunle: Department of Business Administration, Faculty of Management Sciences, University of Benin, Benin City, Nigeria

Oradea Journal of Business and Economics, 2020, vol. 5, issue special, 44-54

Abstract: This study empirically examined customer loyalty to mobile phone brands in Nigeria with specific objectives of establishing customers' preference for the different brands of mobile phone; ascertain the rationale for customer loyalty and preference for mobile phones; and examining the influence of demographic variables on customer loyalty to mobile phone usage. A survey research design with the use of questionnaire was adopted to generate the needed data for the study. The population of the study comprised users of mobile phones in the university community, ministries, and secondary schools in Benin City, Nigeria. Copies of questionnaire were administered to two hundred (200) respondents out of which one hundred and ninety-four (194) were returned and found useable. Statistical tools including simple percentage, mean, t-test and analysis of variance (ANOVA) were employed for data analysis through the use of Statistical Package for Social Sciences (SPSS 22.0). The study found that there is a significant relationship between respondents' demographics (gender, age and educational qualification) and customer loyalty at a 5% level of significance. Based on the investigated factors influencing mobile phone purchases such as quality, functionality, cost, durability and ease of maintenance, the study revealed that Nokia, Blackberry and Samsung are the most preferred mobile phones in Nigeria. The study, therefore, recommends that manufacturers of mobile phones should ensure that their products are of good quality, durable, affordable, easy to repair and capable of performing multiple functions so that those customers who like using more than one phone with different functional varieties can be loyal to a particular brand.

Keywords: Brand loyalty; Customer; Durability; Mobile phones; Quality. (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2020
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