Authors :
Nene Uko Ogba
Volume/Issue :
Volume 8 - 2023, Issue 7 - July
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/45vjt269
DOI :
https://doi.org/10.5281/zenodo.8211242
Abstract :
This study seeks to investigate the impact of
promotional pricing on customer loyalty in the Nigerian
Telecommunication industry using MTN Enugu state
Nigeria as a case study. An explanatory research design
was adopted in which a self-administered questionnaire
was used to collect data from MTN customers in Enugu
State, Nigeria. Data analysis was done by Statistical
Packages for Social Sciences (SPSS version 28). Factor
analysis was used to test the validity of the myriad of
scale items of the subconstruct in the model. Cronbach’s
alpha and Kaiser-Meyer-Olkin (KMO) were employed
to test the adequacy and appropriateness cum robustness
of the data. The Bartlett test was also employed in this
study. The study revealed that there is a significant
positive relationship between promotional pricing and
customer loyalty. Also, promotional pricing and
customer satisfaction has a significant positive influence
on customer loyalty. MTN was therefore recommended
to consider developing customer satisfaction as a
prerequisite for enhancing customer loyalty using
promotional pricing.
Keywords :
Customer Satisfaction, Customer Loyalty, Promotional Pricing
This study seeks to investigate the impact of
promotional pricing on customer loyalty in the Nigerian
Telecommunication industry using MTN Enugu state
Nigeria as a case study. An explanatory research design
was adopted in which a self-administered questionnaire
was used to collect data from MTN customers in Enugu
State, Nigeria. Data analysis was done by Statistical
Packages for Social Sciences (SPSS version 28). Factor
analysis was used to test the validity of the myriad of
scale items of the subconstruct in the model. Cronbach’s
alpha and Kaiser-Meyer-Olkin (KMO) were employed
to test the adequacy and appropriateness cum robustness
of the data. The Bartlett test was also employed in this
study. The study revealed that there is a significant
positive relationship between promotional pricing and
customer loyalty. Also, promotional pricing and
customer satisfaction has a significant positive influence
on customer loyalty. MTN was therefore recommended
to consider developing customer satisfaction as a
prerequisite for enhancing customer loyalty using
promotional pricing.
Keywords :
Customer Satisfaction, Customer Loyalty, Promotional Pricing
