ABSTRACT
The purpose of this research was to
investigate the degree of effect product quality has on brand loyalty and to
determine other factors that are responsible for brand loyalty especially in
the Nigerian telecommunications industry. Previous research had shown that
product quality has an effect on brand loyalty but there is still little or no
literature discussing the extent to which product quality influences brand
loyalty and none of the product quality models adopted for the Nigerian market.
The qualitative and quantitative research methods were used; interviews were
conducted on five MTN personnel and questionnaire was distributed to 150
respondents who use MTN in the Victoria Island metropolis, Lagos State. The
research results showed that product quality was not the strongest factor that
led to brand loyalty but market inertia and that product quality was more
likely to lead to brand loyalty when customers judged the product as having
very high or high quality in the Nigerian telecommunications environment. A
critical study of market inertia as a factor that leads to brand loyalty is
recommended.
TABLE
OF CONTENT
Title
Page
Certification
Dedication
Acknowledgement
Abstract
Table
of Content
CHAPTER
ONE
Introduction and Background to Study
1.1 Introduction
1.2 Background
to study
1.3 Statement
of the problem
1.4 Objectives
of study
1.5 Organization
of dissertation
1.6 Definition
of Key Terms
CHAPTER
TWO
Literature Review
2.1 Introduction
2.3 Strengths
and Weaknesses
2.4 Problem
of Study and Emerging Overall Research Question
2.5 Summary
Conceptual
and Theoretical Framework
2.6 Theoretical
Framework
2.7 The
GNdukwe Product Quality Model
CHAPTER
THREE
3.1 Introduction
3.2 Types
of research methods and meanings
3.3 Sampling
Technique
3.4 Population
of Study
3.5 Sample
Size
3.6 Data
Collection Method
3.7 Summary
CHAPTER
FOUR
Presentation/Analysis and Discussion of data
4.1 Introduction
4.2 Presentation/Analysis
of interview data
4.3 Presentation/Analysis
and Discussion of questionnaire data
4.4 Cross
tabulation of variables
4.5 Discussion
of Findings
CHAPTER
FIVE
Conclusion and Recommendation
5.1 Introduction
5.2 Summary
of findings
5.3 Conclusion
5.4 Recommendations
References
Questionnaire
CHAPTER ONE
INTRODUCTION AND BACKGROUND TO
STUDY
1.1 1.1 Introduction
The
aim of this chapter is to give insight into the purpose of this study and to state
clearly the problem that led to this study. The first section is the background
to the study which will help create a better understanding of the variables
involved in this study. The second part will identify the gaps which exist in
literature that has led to this study and clearly discuss theses gaps. The last
sections will discuss clearly the objective of this study and the key terms
that will be used in this study will be defined.
1.2 1.2 Background
to study
The
marketing environment has become a very competitive one as it is has continued
to evolve. Thus, it has become important for businesses to look for ways of
gaining and sustaining brand loyalty by building consumer trust. In essence,
brand loyalty has become the target of all organizations. Organizations have
realized that when customers are loyal to their brand, it provides the
organization with steady form of income which in turn increases profits.
According to Investopedia, companies that successfully develop loyal customers
also develop brand ambassadors – consumers that will market a certain brand and
talk positively about it amongst their friends. This is free word-of-mouth
marketing for the company which goes a long way in saving the company some cost
of promotion.
True
brand loyalty exists when consumers have a high relative attitude toward a
particular brand which can be exhibited through repurchase behaviour. This type
of loyalty can be a great asset to the firm: customers are willing to pay higher
prices, may cost less to the serve and bring in new customers to the firm
(Reichheld and Sasser, 1990). A consumer purchases a product to fulfill his needs and has
certain amount of expectations from the brand he buys. When he is able to meet
those perceived value from the brand or expectations, he develops a trust and
satisfaction towards the brand which is called “Customer Satisfaction”. Customer satisfaction is a measure of
how products and services supplied by a company meet or surpass customer
expectation Farris et al (2010). Companies have begun to realize that it
is easier and more cost efficient to find ways to improve customer satisfaction
and retain current customers instead of paying more attention to winning new
customers. Creating customer satisfaction is a defensive strategy and the
behavioral objective for the defensive strategy is customer loyalty or what is
known as “Brand Loyalty” (Fornell 1992).
Prus and Randall in 1995 described Brand loyalty
as follows: "Customer loyalty is
a composite of a number of qualities. It is driven by customer satisfaction,
yet it also involves a commitment on the part of the customer...For more Marketing Project click here
___________________________________________________________________________
This is an Undergraduate Thesis and the complete research material plus
questionnaire and references can be obtained at an affordable price of N3,000
within Nigeria or its equivalent in other currencies.
INSTRUCTION ON HOW TO GET THE COMPLETE PROJECT MATERIAL
Kindly pay/transfer a total
sum of N3,000 into any of our
Bank Accounts listed below:
·
Diamond
Bank Account:
A/C Name: Haastrup
Francis
A/C No.: 0096144450
·
GTBank Account:
A/C Name: Haastrup
Francis
A/C No.: 0029938679
After payment, send your desired Project Topic,
Depositor’s Name, and your Active E-Mail Address to which the
material would be sent for downloading (you can request for a downloading link
if you don’t have an active email address) to +2348074521866 or +2348066484965.
You can as well give us a direct phone call if you wish to. Projects materials
are sent in Microsoft format to your mail within 30 Minutes once payment
is confirmed.
--------------------------------------------------------
N/B:
By ordering for our material means you
have read and accepted our Terms and Conditions
Terms
of Use: This is an academic paper. Students
should NOT copy our materials word to word, as we DO NOT encourage Plagiarism.
Only use as guide in developing your original research work.
Delivery Assurance
We are trustworthy and can never SCAM you. Our success story
is based on the love and fear for God plus constant referrals from our clients
who have benefited from our site. We deliver project materials to your Email
address within 15-30 Minutes depending on how fast your payment is acknowledged
by us.
Quality Assurance
All
research projects, Research Term Papers and Essays on this site are well
researched, supervised and approved by lecturers who are intellectuals in their
various fields of study.
