Relationship between Customer Satisfaction and Customer Loyalty on Mobile Network Users

Abstract

The study investigated the relationship between customer satisfaction and customer loyalty on mobile network users in Ghana. Convience sampling was used to select the sample of four and sixty-three from the target population of mobile users between the ages eighteen to sixty. Package for the Social Science’s (SPSS) Descriptive Statistics and Correlations Analysis were done base on the main variables in the study. The result shows that all of the three (3) constructs (service charge, service quality and perceived value) reveal negative significant statistical relationship with customer loyalty. The study recommended that customer satisfaction alone do not guarantee customer loyalty. It is the combination of several factors and elements that work together. 'Moreover being satisfied at the moment is no guarantee of an ongoing relationship.

Keywords: Relationship; Service quality; Service charge; perceived value; Competitors