Assessing Efficiency of Service Quality on Consumers Retention in Nigerian Mobile Service Industry

Abstract

This study examines the influence of service quality on retention through a mediating effect of customer satisfaction in the Nigerian mobile services industry. Based on a survey of 203 undergraduate students, questionnaires administered were analysed using SPSS statistical software to test the stated hypotheses. Findings revealed that innovativeness, technological competence and customer responsiveness have significant positive effect on customer retention. However, innovation was found to have more effect on satisfaction. Results also revealed that the effect of service quality dimensions on students’ retention of mobile services is partially mediated by their satisfaction. This study recommended that organizations should design and implement appropriate service quality strategies capable of satisfying changing customers’ needs and preferences.

DOI: 10.5901/mjss.2015.v6n1p195