Effects of Source Quality on Customer Loyalty; a Study of Mtn Nigeria

Student: SULEIMAN ISA SULEIMAN (Project, 2025)
Department of Business Administration
Kaduna State University, Kaduna, Kaduna State

Abstract

Abstract This study examines the Effect of source quality on customer loyalty (A study of MTN Nigeria). The sample size of the study 333, a structured questionnaire is used to collect information on user perceptions of source quality and customer loyalty. The formulated hypotheses were tested using Pearson Correlation coefficient to determine the relationship between the variables at 0.05% level of significance with the aid of Statistical Package for Social Package (SPSS). It is observed from the result of data analysis indicates a positive relationship between source quality and customer loyalty. The study therefore recommends that, MTN Nigeria should prioritize making service-related information easily accessible, clear, and user-friendly. Providing detailed and accurate information about service plans, pricing, and usage policies can increase trust and foster long-term loyalty.

Keywords
customer loyalty Information Accuracy Tangibility satisfaction needs
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