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Long-Term Relationship Building and Customer Switching Behaviour in the Mobile Telecommunication Industry in Nigeria

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  • Ebhote Oseremen

Abstract

This paper examined long-term relationship building and customer switching behavior among mobile telecommunication operators in Nigeria. The population of this study includes all mobile telecommunication company and their subscribers in Edo State, Nigeria. The samples for this study were drawn from Mobile Network Service Providers and their subscribers. For service providers, three (3) out of the nine (9) mobile network operators were selected (Nigeria Communication Commission NCC, 2020). Morgan and Krejcie's (1970) sampling methods were implemented to choose a sample of 322 mobile telecom subscribers Godden (2004). The paper employed regression analysis to analyze and test the hypothesis formulated. The result showed that long-term relationship building (Two-way Communication, Customer retention Strategy, Customer Loyalty, and Relational Bond) had a positive statistically significant relationship with customer switching behavior among mobile telecommunication operators (Network service providers) at p>0.05. The research recommends among others that players of the mobile telecommunication Industry (mobile network service providers) should embrace the application of long-term relationship-building to achieve, sustain and retain customers' usage of their products, this will enable them to compete better with other players in the industry. Also, they should engage in relational bonding aimed at creating attachment with the customer leading to customer retention and subsequently profitability.

Suggested Citation

  • Ebhote Oseremen, 2021. "Long-Term Relationship Building and Customer Switching Behaviour in the Mobile Telecommunication Industry in Nigeria," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 24(80), pages 24-42, June.
    • Handle: RePEc:rej:journl:v:24:y:2021:i:80:p:24-42
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    References listed on IDEAS

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    1. Neng-Pai Lin & James Weng & Yi-Ching Hsieh, 2003. "Relational Bonds and Customer's Trust and Commitment - A Study on the Moderating Effects of Web Site Usage," The Service Industries Journal, Taylor & Francis Journals, vol. 23(3), pages 103-124.
    2. Everett Lee, 1966. "A theory of migration," Demography, Springer;Population Association of America (PAA), vol. 3(1), pages 47-57, March.
    3. Liang, Dapeng & Ma, Zhenzhong & Qi, Liyun, 2013. "Service quality and customer switching behavior in China's mobile phone service sector," Journal of Business Research, Elsevier, vol. 66(8), pages 1161-1167.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Relationship building; mobile telecommunication.; customers; Switching behavior; Nigeria;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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