THE IMPACT OF BRAND ASSOCIATION ON CONSUMER PATRONAGE OF GSM SERVICE PROVIDERS IN KADUNA METROPOLIS
THE IMPACT OF BRAND ASSOCIATION ON CONSUMER PATRONAGE OF GSM SERVICE PROVIDERS IN KADUNA METROPOLIS
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Date
2013-03
Authors
YARO, Maryam
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Abstract
Since the emergence of Global System of Mobile Telecommunication (GSM) sector
in Nigeria, operators have and are still investing huge amount of money on
advertising, upgrade of facilities and expansion to deliver superior (quality)
service. The study examined how the Brand Association impact on Consumer
Patronage of GSM Service Providers in Kaduna Metropolis. The objective is to
determine whether or not brand association has any influence on customers'
patronage of GSM service providers. Copies of Questionnaire were shared to
respondents and the five-point Likert type rating scale was used in measuring
responses to questions stated in form of attitudinal statement. Simple linear
regression was used to determine the impact. The study concluded that quality of
service and perceived social responsiveness of GSM service providers have
significant effect on consumer patronage of providers. It therefore recommended
that GSM service providers should invest in upgrade of facilities, quality control
technologies and strategic development and implementation of plan for delivery of
high quality services.
Description
BEING A RESEARCH PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL OF
AHMADU BELLO UNIVERSITY ZARIA IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTERS DEGREE IN BUSINESS
ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION,
AHMADU BELLO UNIVERSITY,. ZARIA
MARCH, 2013
Keywords
BRAND ASSOCIATION,, CONSUMER PATRONAGE ,, GSM SERVICE PROVIDERS,, KADUNA METROPOLIS