ABSTRACT

The concept of customer satisfaction occupies a central position in marketing thought and practice. Satisfaction is a major outcome of marketing activity and serves to link processes culminating in purchase and consumption with post-purchase phenomena such as attitude change, repeat purchase, and brand loyalty. Customer satisfaction has been a subject of great interest to organizations and researchers alike. The principal objective of organizations is to maximize profits and to minimize cost. Profit maximization can be achieved through increase in sales with lesser costs. One of the factors that can help to increase sales is customer satisfaction, because satisfaction leads to customer loyalty. Since every business organization exists for the purpose of profit making; just the same way as every customer makes purchases for the purpose of satisfaction, therefore both parties must seek to strike a meeting point in order to achieve their aims.

This study considers carefully whether there is a relationship between the level of satisfaction enjoyed by MTN & GLO subscribers based in Akure and the level of their loyalty to these two top Nigerian mobile telephone service providers. And also the study attempted a comparative analysis of satisfaction and loyalty of the two network providers.

Findings from this research shows that there is a link between customer satisfaction and loyalty of MTN & GLO subscribers based in Akure and that significantly GLO enjoys more satisfaction and loyalty among the Akure population than MTN.

The study recommends that the two service providers should improve on their service quality which in turn will increase customer satisfaction and ensure that their customers remain loyal. This recommendation is due to the fact that, at the current level these service providers operates in relation to the fact that their customers have at one time or the other tried other service providers, it is obvious that any increase in the level of satisfaction guaranteed by either of the two service providers will in turn increase their revenue from the Ondo State capital because it will cause customers of the one to migrate to the other.

Keywords: Customer Satisfaction, Customer loyalty, Marketing.