ABSTRACT
This study examined the relationship between brand satisfaction and customer loyalty in selected telecommunication firms in Rivers State. The general objective of the study is to evaluate the relationship between brand satisfaction and customer loyalty in terms of repeat purchase and positive word-of-mouth in selected telecommunication firms in Rivers State. Descriptive research survey design was adopted for the study. Data were collected from primary and secondary sources. The population of the study was drawn from MTN, GLO, AIRTEL AND 9MOBILE active voice subscribers in Rivers State.
This study examined the relationship between brand satisfaction and customer loyalty in selected telecommunication firms in Rivers State. The general objective of the study is to evaluate the relationship between brand satisfaction and customer loyalty in terms of repeat purchase and positive word-of-mouth in selected telecommunication firms in Rivers State. Descriptive research survey design was adopted for the study. Data were collected from primary and secondary sources. The population of the study was drawn from MTN, GLO, AIRTEL AND 9MOBILE active voice subscribers in Rivers State.
Abstract.
Small and Medium Enterprises (SMEs) play a crucial role in fostering economic development, employment generation, and innovation, which are essential for a nation like Nigeria. In Southeast Nigeria, SMEs contribute significantly to national growth through trade expansion, job creation, and capital formation. However, increasing insecurity—manifested in the activities of armed groups, frequent kidnappings, political unrest, and separatist movements—has posed serious threats to their survival and daily operations.
Small and Medium Enterprises (SMEs) play a crucial role in fostering economic development, employment generation, and innovation, which are essential for a nation like Nigeria. In Southeast Nigeria, SMEs contribute significantly to national growth through trade expansion, job creation, and capital formation. However, increasing insecurity—manifested in the activities of armed groups, frequent kidnappings, political unrest, and separatist movements—has posed serious threats to their survival and daily operations.