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
| dc.contributor.author | YARO, Maryam | |
| dc.date.accessioned | 2015-09-07T10:36:44Z | |
| dc.date.available | 2015-09-07T10:36:44Z | |
| dc.date.issued | 2013-03 | |
| dc.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 | en_US |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/6822 | |
| dc.language.iso | en | en_US |
| dc.subject | BRAND ASSOCIATION, | en_US |
| dc.subject | CONSUMER PATRONAGE , | en_US |
| dc.subject | GSM SERVICE PROVIDERS, | en_US |
| dc.subject | KADUNA METROPOLIS | en_US |
| dc.title | THE IMPACT OF BRAND ASSOCIATION ON CONSUMER PATRONAGE OF GSM SERVICE PROVIDERS IN KADUNA METROPOLIS | en_US |
| dc.type | Thesis | en_US |