Product Branding and Consumer Loyalty in Telecommunication Industry

Akpoviroro, Kowo Solomon; Amos, Akinbola Olufemi; Oladipo, Akinrinola Olalekan; Adewale, Adegbite Ganiu

doi:10.2478/jec-2020-0009

Cited by 2 publications

(2 citation statements)

References 29 publications

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“…Customer loyalty, as defined by Kapferer (2012), is the level of attachment customers show when using or purchasing specific brands. It is said that customer loyalty arises when a customer buys the same brand of goods or services rather than other brands, as per Akpoviroro et al (2020). Several researchers (Handoyo et al, 2022;Purani et al, 2019) claim that customer loyalty involves customers' commitment to make repeat purchases from the same service provider and recommend the product to family and friends.…”

Section: Concept Of Customer Loyaltymentioning

confidence: 99%

The Role Of Consumer Satisfaction, Involvement, And Engagement On Consumer Loyalty In The Telecommunication Industry Among Nigerian University Students

Ayomide Bello,

Osman,

Abd. Rahim

et al. 2023

IJARBSS

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Consumer loyalty is a global issue that most companies are trying to solve. The market nowadays offers consumers a wide range of products and brands to choose from. Consumption has reached a point where consumers have too many options. Thus, understanding consumer purchasing patterns requires involvement and engagement. In today's business world, the business firm must preserve, sustain, and nurture its customer base to enjoy a competitive advantage in the marketplace. This study examines Nigerian telecom customers' satisfaction, involvement, engagement, and loyalty, using 386 students from two universities in Lagos state, which comprise both males and females' students of the institutions. The hypotheses were tested using Pearson correlation at .001 significance level. The result shows that consumer satisfaction, involvement and engagement help a business concentrate on a particular type of relationship that builds a powerful consumer company connection. From the perspective of the industry, the research has shown that consumer satisfaction, involvement and engagement are one of the key strategies of attaining lasting consumer connection and loyalty. Hence, it was concluded that one of the conditions of true customer loyalty is total satisfaction that is consistent across different angles of industries. As an implication, operators need to promote consumer involvement and be committed to providing reliable services to subscribers, as satisfaction is not only the primary predictor of consumer loyalty.

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Section: Concept Of Customer Loyaltymentioning

confidence: 99%

The Role Of Consumer Satisfaction, Involvement, And Engagement On Consumer Loyalty In The Telecommunication Industry Among Nigerian University Students

Ayomide Bello,

Osman,

Abd. Rahim

et al. 2023

IJARBSS

View full text Add to dashboard Cite

show abstract

“…(Flikkema, Castaldi, Pieter de Man, & Seip, 2019) In additional Branding products is crucial to a company's marketing efforts since it affects sales and public perception of the brand as well as the company's capacity to build customer loyalty. (Akpoviroro, Amos, Oladipo, & Adewale, 2020).…”

Section: Introductionmentioning

confidence: 99%

Hotel Mirah Bogor's Product-Based Branding Strategy

Putranto,

Tri Astuti,

Sopyan

et al. 2023

EAJMR

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Hotel occupancy rates fell to 12 percent during the height of the COVID pandemic. Bogor is a city of Meetings, Incentives, Conventions, and events (MICE), particularly for the hotel sector, and it is currently in a process of recovery following a pandemic. The public's altered behavior during the pandemic has influenced hotels' reassessment of their products. When it comes to the government sector, the usage of online and digital media has a profound impact on meeting attendees. Descriptive qualitative methodologies were used, specifically SWOT analysis, and data was gathered via a literature study and an examination of social media platforms. The findings indicate that a strategy to strengthen hotel branding in Bogor as a MICE hotel and leisure on weekdays as an alternative target group is required in order to meet the demands of potential customers. In the era following the pandemic, a good marketing strategy will require the creation of new products and services, as well as the introduction of innovative approaches to existing ones.Hotel occupancy rates fell to 12 percent during the height of the COVID pandemic. Bogor is a city of Meetings, Incentives, Conventions, and events (MICE), particularly for the hotel sector, and it is currently in a process of recovery following a pandemic. The public's altered behavior during the pandemic has influenced hotels' reassessment of their products. When it comes to the government sector, the usage of online and digital media has a profound impact on meeting attendees. Descriptive qualitative methodologies were used, specifically SWOT analysis, and data was gathered via a literature study and an examination of social media platforms. The findings indicate that a strategy to strengthen hotel branding in Bogor as a MICE hotel and leisure on weekdays as an alternative target group is required in order to meet the demands of potential customers. In the era following the pandemic, a good marketing strategy will require the creation of new products and services, as well as the introduction of innovative approaches to existing ones.

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Product Branding and Consumer Loyalty in Telecommunication Industry

Cited by 2 publications

References 29 publications

The Role Of Consumer Satisfaction, Involvement, And Engagement On Consumer Loyalty In The Telecommunication Industry Among Nigerian University Students

The Role Of Consumer Satisfaction, Involvement, And Engagement On Consumer Loyalty In The Telecommunication Industry Among Nigerian University Students

Hotel Mirah Bogor's Product-Based Branding Strategy

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