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Switching Cost and Customers Loyalty in the Mobile Phone Market: The Nigerian Experience

Author(s): Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim

Journal: Business Intelligence Journal
ISSN 1918-2325

Volume: 3;
Issue: 1;
Start page: 111;
Date: 2010;
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Keywords: Switching | Cost | Loyalty | Satisfaction | Retention

Switching cost is one of the most discussed contemporary issues in marketing in attempt to explain consumer behaviour. The present research studied switching cost and its relationships with customer retention, loyalty and satisfaction in the Nigerian telecommunication market. Based on questionnaire administered to customers in the mobile telecommunication industry; the study finds that customer satisfaction positively affects customer retention and that switching cost affects significantly the level of customer retention. However, the effect of switching barriers on retention is only significant when customers consider to exit.
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