电信行业的产品品牌化与消费者忠诚度

Kowo Solomon Akpoviroro, A. O. Amos, Akinrinola, Olalekan Oladipo, A. Adewale
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引用次数: 2

摘要

研究目的。在尼日利亚激烈的竞争和饱和的市场,电信运营商必须努力降低成本,赢得新客户,最重要的是,保留现有客户。该研究的目的是检查产品品牌和消费者忠诚度在尼日利亚电信行业之间的关系。设计/方法论/方法。本研究采用调查研究设计。通过对居住在拉各斯州的尼日利亚三家主要电信公司(MTN、AIRTEL和GLOBACOM)的客户进行问卷调查,采用了主要数据。本研究的总体人数为172人,样本量为120人,采用简单计算法确定。本研究使用的统计工具包括:方差分析(ANOVA),相关效率和社会科学统计软件包(SPSS) 17.0版本。发现。本研究的结果与已有文献证实了产品品牌化作为一种特征对产品有显著的影响。研究发现,尼日利亚电信行业的产品品牌化与消费者忠诚度之间存在显著的关系。因此,从实际角度来看,电信公司应扩大其网络覆盖范围,提高服务质量,并提供更好地接入尼日利亚内外其他网络的机会。原创性/价值/实际意义。本研究旨在为现有的关于产品品牌和顾客忠诚度的文献做出贡献。本文有助于澄清,电信供应商在尼日利亚必须使产品品牌作为其营销策略的一个非常重要的方面,它必须给予一个严肃的态度,因为它走了很长的路,以确定成功或失败的产品提供给市场,公司的问题和它的能力,以实现消费者的忠诚度
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Product Branding and Consumer Loyalty in Telecommunication Industry
Abstract Research Purpose. With fierce competition and saturated marketing in Nigeria, telecom operators must work hard to reduce cost, win new customers, and most importantly, retain the existing ones. The aim of the study was to examine the relationship between product branding and consumer loyalty in the Nigerian telecommunication industry. Design / Methodology / Approach. This research employed survey research design. Primary data was adopted with the aid of a questionnaire administered to the customers of three major telecommunication companies in Nigeria (MTN, AIRTEL and GLOBACOM) residing in Lagos State. The population of the study was 172, the sample size was 120, which were determined using the simple computation method. The study made use of statistical tools that include: analysis of variance (ANOVA), correlation efficient and Statistical Packages for Social Sciences (SPSS) Version 17.0. Findings. The results of this study confirm with the existing literature that product branding as a feature has a significant effect on product. The study found out that there exists a significant relationship between product branding and consumer loyalty in the Nigerian telecommunication industry. Consequently, from the practical perspective, telecommunication firms should expand their network coverage, improve the quality of service and provide better access to other networks within and outside Nigeria. Originality / Value / Practical implications. The study seeks to contribute to existing literature on product branding and customer loyalty. The paper contributes in clarifying that telecom providers in Nigeria must make product branding as a very important aspect of its marketing strategy and it must be given a serious approach, because it goes a long way to determine the success or failure of the product offer to the market, the firm in question and its ability to achieve consumer loyalty
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