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The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students

Consumer loyalty is a global issue that most companies are trying to solve. The market nowadays offers consumers a wide range of products and brands to choose from. Consumption has reached a point where consumers have too many options. Thus, understanding consumer purchasing patterns requires involv...

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Main Authors: Ayomide Bello, Sharafa, Osman, Syuhaily, Abd. Rahim, Husniyah, Adewale Yusuf, Sodiq
Format: Article
Published: Human Resource Management Academic Research Society 2023
Online Access:http://psasir.upm.edu.my/id/eprint/110129/
https://hrmars.com/index.php/IJARBSS/article/view/18857/The-Role-Of-Consumer-Satisfaction-Involvement-And-Engagement-On-Consumer-Loyalty-In-The-Telecommunication-Industry-Among-Nigerian-University-Students
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spelling my.upm.eprints.1101292024-09-04T04:27:19Z http://psasir.upm.edu.my/id/eprint/110129/ The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students Ayomide Bello, Sharafa Osman, Syuhaily Abd. Rahim, Husniyah Adewale Yusuf, Sodiq Consumer loyalty is a global issue that most companies are trying to solve. The market nowadays offers consumers a wide range of products and brands to choose from. Consumption has reached a point where consumers have too many options. Thus, understanding consumer purchasing patterns requires involvement and engagement. In today's business world, the business firm must preserve, sustain, and nurture its customer base to enjoy a competitive advantage in the marketplace. This study examines Nigerian telecom customers' satisfaction, involvement, engagement, and loyalty, using 386 students from two universities in Lagos state, which comprise both males and females’ students of the institutions. The hypotheses were tested using Pearson correlation at .001 significance level. The result shows that consumer satisfaction, involvement and engagement help a business concentrate on a particular type of relationship that builds a powerful consumer company connection. From the perspective of the industry, the research has shown that consumer satisfaction, involvement and engagement are one of the key strategies of attaining lasting consumer connection and loyalty. Hence, it was concluded that one of the conditions of true customer loyalty is total satisfaction that is consistent across different angles of industries. As an implication, operators need to promote consumer involvement and be committed to providing reliable services to subscribers, as satisfaction is not only the primary predictor of consumer loyalty. Human Resource Management Academic Research Society 2023 Article PeerReviewed Ayomide Bello, Sharafa and Osman, Syuhaily and Abd. Rahim, Husniyah and Adewale Yusuf, Sodiq (2023) The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students. International Journal of Academic Research in Business and Social Sciences, 13 (10). pp. 580-601. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/18857/The-Role-Of-Consumer-Satisfaction-Involvement-And-Engagement-On-Consumer-Loyalty-In-The-Telecommunication-Industry-Among-Nigerian-University-Students 10.6007/ijarbss/v13-i10/18857
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Consumer loyalty is a global issue that most companies are trying to solve. The market nowadays offers consumers a wide range of products and brands to choose from. Consumption has reached a point where consumers have too many options. Thus, understanding consumer purchasing patterns requires involvement and engagement. In today's business world, the business firm must preserve, sustain, and nurture its customer base to enjoy a competitive advantage in the marketplace. This study examines Nigerian telecom customers' satisfaction, involvement, engagement, and loyalty, using 386 students from two universities in Lagos state, which comprise both males and females’ students of the institutions. The hypotheses were tested using Pearson correlation at .001 significance level. The result shows that consumer satisfaction, involvement and engagement help a business concentrate on a particular type of relationship that builds a powerful consumer company connection. From the perspective of the industry, the research has shown that consumer satisfaction, involvement and engagement are one of the key strategies of attaining lasting consumer connection and loyalty. Hence, it was concluded that one of the conditions of true customer loyalty is total satisfaction that is consistent across different angles of industries. As an implication, operators need to promote consumer involvement and be committed to providing reliable services to subscribers, as satisfaction is not only the primary predictor of consumer loyalty.
format Article
author Ayomide Bello, Sharafa
Osman, Syuhaily
Abd. Rahim, Husniyah
Adewale Yusuf, Sodiq
spellingShingle Ayomide Bello, Sharafa
Osman, Syuhaily
Abd. Rahim, Husniyah
Adewale Yusuf, Sodiq
The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students
author_facet Ayomide Bello, Sharafa
Osman, Syuhaily
Abd. Rahim, Husniyah
Adewale Yusuf, Sodiq
author_sort Ayomide Bello, Sharafa
title The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students
title_short The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students
title_full The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students
title_fullStr The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students
title_full_unstemmed The role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among Nigerian university students
title_sort role of consumer satisfaction, involvement, and engagement on consumer loyalty in the telecommunication industry among nigerian university students
publisher Human Resource Management Academic Research Society
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/110129/
https://hrmars.com/index.php/IJARBSS/article/view/18857/The-Role-Of-Consumer-Satisfaction-Involvement-And-Engagement-On-Consumer-Loyalty-In-The-Telecommunication-Industry-Among-Nigerian-University-Students
_version_ 1811686049415430144
score 13.211869

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