Branding as a tool for customer loyalty : Globacom Telecommunications Ltd, Lagos State, Nigeria
Abubakar, Ganiyu Oladele (2021)
Abubakar, Ganiyu Oladele
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021062116485
https://urn.fi/URN:NBN:fi:amk-2021062116485
Tiivistelmä
The aim of this study is to evaluate the role of branding in building customer loyalties in the Nigerian telecommunication industry focusing on Globacom Telecommunications Limited, one of the major players in the Nigerian telecommunication industry. The telecommunication industry, with four major companies holding 96% of the market share, is very competitive despite its potential for growth. As a result, organizations in the industry are devising various strategies to ensure that they do not lose their customers to rivals.
This research work is based on a mixed method which involves the use of quantitative and qualitative research methodology with questionnaire and interviews used as a mean of data collection. An online questionnaire was administered on 30 customers of the commissioning company and six interviews were also conducted through channels such as Zoom and voice calls.
The data was analysed using content analysis and the findings indicate that the brand identity, brand image and brand satisfaction were useful tools in creating customer loyalty. In the case of the commissioning company, a misalignment between the brand identity and brand image has resulted in some customers exhibiting spurious loyalty while others exhibit total loyalty.
It was therefore suggested that the commissioner revamp its brand communication strategies to reposition the brand and focus on creating a lasting relationship between the brand and its customers. This is necessary in order to win over the customers who exhibit spurious loyalty.
This research work is based on a mixed method which involves the use of quantitative and qualitative research methodology with questionnaire and interviews used as a mean of data collection. An online questionnaire was administered on 30 customers of the commissioning company and six interviews were also conducted through channels such as Zoom and voice calls.
The data was analysed using content analysis and the findings indicate that the brand identity, brand image and brand satisfaction were useful tools in creating customer loyalty. In the case of the commissioning company, a misalignment between the brand identity and brand image has resulted in some customers exhibiting spurious loyalty while others exhibit total loyalty.
It was therefore suggested that the commissioner revamp its brand communication strategies to reposition the brand and focus on creating a lasting relationship between the brand and its customers. This is necessary in order to win over the customers who exhibit spurious loyalty.