Abstract: The paper examined the “Effects of Relationship Marketing Strategies on Consumer Loyalty: A Study of Mobile Telephone Network (MTN), Nigeria”. The study adopted the survey method to conduct the investigations. The study examined previous literature on the same or related studies against the backdrop of the set objectives. The study found out that Mobile Telephone Network (MTN), Nigeria could not cope with providing quality telecommunications services following the reported cases of unabated poor services and disrespectful treatment of subscribers (customers) that could not match the type of efficient network and warm customer service relationships required to create and maintain loyal customers in telecommunications sector in Nigeria. The implication of the findings is that Mobile Telephone Network (MTN), Nigeria should be more pro-active in providing quality services as well as improving the overall welfare of customers (subscribers) in Nigeria. The paper recommended massive sensitization and education of Mobile Telephone Network (MTN), Nigeria workers on better ways of dealing with customers and their complaints in order to increase the required confidence and trust that would help to retain loyal customers. It also recommended that the National Communications Commission (NCC) should be pro-active in their control and oversight functions in order to improve the overall quality of Mobile/cell phone services in Nigeria.
Keywords: Relationship marketing strategies, customer loyalty, MTN, operational activities, profitability.
Title: Effect of Relationship Marketing Strategies on Consumer Loyalty: A Study of Mobile Telephone Network (MTN) Nigeria
Author: Ndubisi, Emmanuel C., Prof. Anyanwu, Aham V., Nwankwo, Cosmas A.
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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