SERVICE QUALITY DIMENSIONS AND CUSTOMER LOYALTY TO MTN PLC IN UYO METROPOLIS, AKWA IBOM STATE
Abstract
Despite significant investments in infrastructure and customer service, MTN PLC has faced challenges in maintaining high levels of customer loyalty in Uyo Metropolis, Akwa Ibom State. This study examined the effect of service quality dimensions on customer loyalty to MTN Plc in Uyo Metropolis, Akwa Ibom State, a leading telecommunications company in Nigeria. The research investigated key dimensions of service quality, which were reliability, responsiveness, and tangibles, to determine their effect on customer loyalty. A survey research method approach was employed, with data collected through questionnaire administered to MTN customers in Uyo Metropolis, Akwa Ibom State, and analyzed using descriptive statistic to answer research questions while Pearson Product Moment Correlation was used to test the hypotheses. The findings revealed significant positive correlations between service quality dimensions and customer loyalty, with reliability (r = 0.60) and responsiveness (r = 0.82) showing the strongest relationships. Tangibles, while important, displayed a weaker correlation (r = 0.54) with loyalty. It was recommended that MTN should focus on improving the responsiveness of its customer service. To foster greater customer loyalty, MTN must continue to prioritize the reliability of its services. This involves ensuring that network downtime is minimized and that customers can rely on MTN for consistent and uninterrupted service. MTN should invest in improving the physical aspects of service delivery.
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