Building Telecoms Service Quality for Brand Loyalty

International Business Research, 6(4), 89-100. 2013

12 Pages Posted: 9 Feb 2013 Last revised: 20 May 2013

See all articles by Jeremiah Iyamabo

Jeremiah Iyamabo

IESE Business School

Olutayo Otubanjo

Pan-Atlantic University - Lagos Business School

Grace Ndukwe

National Open University of Nigeria

Date Written: February 7, 2013

Abstract

Service firms dependent on high technological infrastructure operate within a different service context from typical professional service firms. As a result, there is a tendency for such service firms to deviate from the existing (customer-centric) schools of service quality definition and measurement. This becomes difficult to operationalise within the context of brand loyalty. This led the researchers to review the extant literature in the relevant subject areas with the aim of finding out whether there has been a shift in the definition of service quality for high-tech dependent service firms. Following this, a pilot study consisting one-on-one interviews and a field survey was conducted. The aim was to gain insight on the understanding of key technical managers of a telecoms operator (MTN) in Lagos, Nigeria. On the other hand, the field survey of MTN customers was also carried out to juxtapose customer perception, based on the findings in the literature, with the orientations of the managers. The results indicate a disconnect between managers’ orientations and the perception of their customers. While managers believe that their customers are loyal to their brand due to operational efficiency provided, customers indicate a very high switch-over rate to the firm’s competitors irrespective of operational efficiency. Suggestions on how service quality can be operationalised for brand loyalty were given as well as areas requiring further research.

Keywords: services marketing, service quality, brand loyalty, telecoms

Suggested Citation

Iyamabo, Jeremiah and Otubanjo, Olutayo and Ndukwe, Grace, Building Telecoms Service Quality for Brand Loyalty (February 7, 2013). International Business Research, 6(4), 89-100. 2013, Available at SSRN: https://ssrn.com/abstract=2213189 or http://dx.doi.org/10.2139/ssrn.2213189

Jeremiah Iyamabo (Contact Author)

IESE Business School ( email )

Avenida Pearson 21
Barcelona, 08034
Spain

Olutayo Otubanjo

Pan-Atlantic University - Lagos Business School ( email )

Km 22 Lekki Epe Expressway
Ajah
Lagos, NIGERIA NGR
Nigeria

HOME PAGE: http://www.lbs.edu.ng/

Grace Ndukwe

National Open University of Nigeria ( email )

14/16 Ahmadu Bello Way
Victoria Island Lagos
Lagos Island, Lagos
Nigeria

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
93
Abstract Views
654
rank
322,383
PlumX Metrics