BRAND EQUITY DIMENSIONS AND CUSTOMER RETENTION: A PERSPECTIVE OF POSTPAID TELECOM SUBSCRIBERS IN LAGOS STATE, NIGERIA
Keywords:
Abstract
This article examines the relationship between brand equity dimensions and customer retention among postpaid telecom subscribers in Lagos State, Nigeria. The study focuses on the dimensions of brand equity, including brand awareness, brand image, brand loyalty, and perceived quality, and their influence on customer retention in the competitive telecom market. Data was collected through surveys administered to a sample of postpaid telecom subscribers in Lagos State, and statistical analysis techniques were employed to analyze the relationships between brand equity dimensions and customer retention. The findings provide valuable insights into the importance of brand equity in fostering customer loyalty and retention in the Nigerian telecom industry.
Similar Articles
-
INTRODUCTION OF INTERNATIONAL STANDARDS IN DEEPENING THE REFORM OF THE BANKING SYSTEM AND ENSURING ITS STABILITY
Journal of Management and Economics: No. 01 (2024) / Jasur Mirahmedov, -
ECOLOGICAL CONSEQUENCES OF WATER LEVEL DECREASE IN THE AYDAR - ARNASOY LAKE SYSTEM
Journal of Management and Economics: No. 03 (2024) / Gudalov Mirkomil Ravshanovich , Mamatkulova Nilufar , -
COMPARING REALLOCATION MECHANISMS FOR PRIORITY QUEUING: AN EXPERIMENTAL STUDY OF TRADING PLACES
Journal of Management and Economics: No. 06 (2023) / Anouar Onderstal, -
THE ROLE OF EDUCATIONAL PRACTICE IN THE PROFESSIONAL AND METHODOLOGICAL TRAINING OF FUTURE NATIVE LANGUAGE TEACHERS
Journal of Management and Economics: No. 06 (2023) / Duysabaeva Dilbar Uskanovna, -
ENTERPRISING CAPABILITIES ACCORDING TO A HYPOTHESIS PERSPECTIVE FOR TEACHERS IN HIGHER LEARNING FOUNDATIONS
Journal of Management and Economics: No. 05 (2023) / Mohammed Abiodun Lame, -
INVESTMENT PORTFOLIO THEORIES
Journal of Management and Economics: No. 05 (2023) / Tursunkhodjayeva Shirin, -
DYNAMIC REALLOCATION STRATEGIES: NAVIGATING PRIORITY QUEUES IN THE EXPERIMENTAL EXCHANGE OF TRADING PLACES
Journal of Management and Economics: No. 12 (2023) / Anouar Onderstal, -
FOOD SAFETY AND ITS CURRENT ISSUES
Journal of Management and Economics: No. 11 (2023) / Nabiyeva Nilufar Mutorovna,
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press..
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kim, H. B., & Kim, W. G. (2005). The relationship between brand equity and customer retention: A study of online auction. Journal of Retailing and Consumer Services, 12(3), 177-189.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Adeola, O., & Bolarinwa, K. (2016). An assessment of customer loyalty to GSM service providers in Nigeria. Journal of Economics and Sustainable Development, 7(4), 54-66.
Odigbo, B. E., & Dada, M. A. (2018). Influence of brand loyalty on customer retention among GSM users in Lagos State, Nigeria. International Journal of Innovative Science and Research Technology, 3(9), 270-279.
Onyekwelu, U. L., Ukpere, W. I., & Agu, C. I. (2016). Customer loyalty and customer retention in Nigerian telecommunication industry: A study of MTN Nigeria. International Journal of Economics, Commerce and Management, 4(4), 144-156.
Uzoka, F. A., Obioha, I. E., & Idume, C. O. (2015). Customer retention and organizational performance: Empirical analysis of a Nigerian telecommunication company. International Journal of Engineering and Management Sciences, 6(3), 225-235.
