مقاله انگلیسی رایگان در مورد مدل وفاداری برند در صنعت ارتباطات مخابراتی – تیلور و فرانسیس 2018

Consumer loyalty is critical to the going concern of every business. It guarantees a firm’s returns on the short-run and long-run and provides the basis for the attraction of future customers and hence, the consolidation of the firm’s returns. Increasing customer disloyalty can threaten the going concern of a firm and thus precipitate its collapse. Customer loyalty subsumes attitudinal loyalty; willingness to recommend the company to others, commitment to the company, demonstrated by a resistance to switch to a competitor (Kumari & Patyal, 2017; Magatef & Tomalieh, 2015; Ramachandran, 2015), and behavioural loyalty (repeat purchasing, purchasing more and different products or services from the same company, as well as recommending the company to others (Ganiyu, Uche, & Adeoti, 2012; Kumari & Patyal, 2017; Ramli & Sjahruddin, 2015). The implication is that consumer loyalty is the foundation for business success. A loyal customer is entirely devoted or faithful to the usage or patronage of a particular brand irrespective of the competition from the other brands. Telecommunication is a vital infrastructure that contributes to success of businesses through the facilitation of communication between individuals and groups within and outside organisation premises in any economy. The introduction of the global system of telecommunication (GSM) at a time the orthodox telecommunication system, anchored by Nigeria Telecommunications (NITEL), had become moribund was greeted with widespread optimism by all and sundry in Nigeria. The widespread consumer optimism was informed by NITEL’s failure to meet scustomers’ expectations coupled with their disregard for quality customer services even before it became moribund. However, barely two decades after the introduction of the GSM, it is doubtful if GSM customers in Nigeria have any reason to be loyal to any particular brand, given the rate at which consumers change brand and the number of mobile telephone (GSM) lines that many consumers control. Furthermore, there seems to be a persistent price war between the major service providers in the industry in Nigeria which may not be unconnected with the oligopolistic nature of the industry and the perceived high switching rate among consumers (Chidiebere, 2017; Obayemi, 2014; Penelope, 2016). To this end, this study sought to investigate the proportion of consumers (subscribers) that will remain loyal to the various GSM service providers in the Nigerian telecommunication industry on the long run.