Customer Loyalty among Subscribers in Metropolitan Kano: The Predicting Power of Gender, Age, Income Level and Education

Abstract

With the realization that the traditional marketing Ps can no longer provide the competitive edge that is so much needed in today’s fast changing business landscape, being characterized by creativity and innovation, business leaders have started shifting their focus to those customer relationship tactics which they assume will earn them the ability to attract different customer segments while at the same time retaining them to advance organizational profitability. This paper investigates the concept of customer loyalty among the subscribers of Mobile telecommunication in Nigeria. It x-rays the predicting power of Gender, Age Group, Income level and Education on the tendency of subscribers to remain loyal to their mobile phone service providers. Making use three hundred and ninety (390) respondents who are conveniently selected from eight geographical clusters, of Kano metropolitan areas, responses were generated from the subscribers of four major telecommunication company in Nigeria through close ended and structured questionnaire. furthermore, the independent T-test of difference and one way analysis of variance (ANOVA) were employed as statistical test while the results obtained indicated that all the demographical characteristics considered does not have any significant predicting power on customer loyalty. In other words, a significant difference does not exist in customer loyalty among the subscribers according to their demographic characteristics: Gender, Age group, Income level and education. In the light of these findings, it was recommended that telecom companies should ensure that their customer loyalty campaigns and resources are extended to all customer groups regardless of these critical demographic characteristics in that such action will result in an optimum customer loyalty, more prudent use of marketing resources, and an un-necessary wastage of these resources.

Keywords: Customer Loyalty, Gender, Age Group, Income Level, Education.