MEDIATING ROLE OF TRUST ON THE RELATIONSHIPS BETWEEN PRICE, SERVICE QUALITY AND CUSTOMER LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY

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dc.contributor.authorOJARIKRE, Eseoghene Erukoghene
dc.date.accessioned2019-05-03T09:05:23Z
dc.date.available2019-05-03T09:05:23Z
dc.date.issued2018-04
dc.descriptionA THESIS SUBMITTED TO THE SCHOOL OF POSTGRADUATE STUDIES, AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER OF SCIENCE (M.Sc.) DEGREE IN BUSINESS ADMINSTRATION DEPARTMENT OF BUSINESS ADMINISTRATION, AHMADU BELLO UNIVERSITY BUSINESS SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA, NIGERIAen_US
dc.description.abstractService providers having competitive prices and rendering quality services cannot solely rely on these to enjoy high customer loyalty. Relationships built on trust go a long way in solidifying such relationships. However, there are lack of sufficient studies that have assessed the mediating role of trust on the relationship between price and customer loyalty and between service quality and customer loyalty. As a result, this study investigated the mediating role of trust in the relationships between price, service quality and customer loyalty in the Nigerian telecommunication industry. Copies of the questionnaire were distributed using stratified and systematic sampling. 416 copies of the questionnaire distributed were used for analysis. PLS-SEM path modelling was employed to analyze the data. Four hypotheses were developed in alternate form and result supported the hypotheses. Statistical evidence shows that there is significant relationship between price and customer loyalty and between service quality and customer loyalty. Statistical evidence also show trust significantly and positively mediate the relationships between price and customer loyalty and between service quality and customer loyalty. The study therefore recommends that for service providers to gain the trust and hence loyalty of their subscribers, service providers should from time to time, carry out online polls, to determine the satisfactory level of their subscribers regarding their pricing scheme and the quality of services they deliver. Having this knowledge will allow managers to make improvements where necessary and also make adjustments where necessary.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/11604
dc.language.isoenen_US
dc.subjectMEDIATING ROLE,en_US
dc.subjectTRUST,en_US
dc.subjectRELATIONSHIPS BETWEEN PRICE,en_US
dc.subjectSERVICE QUALITY,en_US
dc.subjectCUSTOMER LOYALTY,en_US
dc.subjectNIGERIAN,en_US
dc.subjectTELECOMMUNICATION,en_US
dc.subjectINDUSTRY,en_US
dc.titleMEDIATING ROLE OF TRUST ON THE RELATIONSHIPS BETWEEN PRICE, SERVICE QUALITY AND CUSTOMER LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRYen_US
dc.typeThesisen_US
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