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
For the full publication, please contact the author directly at: isasuleiman320@gmail.com
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Institutions
- Binyaminu Usman Polytechnic, Hadijia, Jigawa State 3
- Bowen University, Iwo, Osun State 1
- Chukwuemeka Odumegwu Ojukwu University, Uli, Anambra State 257
- College of Agriculture and Animal Science, Mando Road, Kaduna, Kaduna State 1
- College of Agriculture, Science and Technology, Lafia, Nasarawa State 8
- College of Education, Akwanga (affl To Ahmadu Bello Univ, Zaria) 1
- College of Education, Eha Amufu, (Affliliated To Unn), Enugu State 1
- College of Education, Warri (Affiliated To Delta State Uni, Abraka), Delta State 1
- College of Health Technology, Calabar, Cross River State 1
- Covenant Polytechnic, Aba, Abia State 1