Customer relationship management and customer loyalty in Nigerian telecommunication industry.

This study evaluated customer relationship management in the telecommunication sector in Nigeria and its consequential effect on customer loyalty. Primary data were generated with the aid of structured questionnaire. A random sample size of 50 respondents was selected from each of 4 telecommunication firms to represent the entire population of study. Thus a sample size of 140 respondents was used. Data collected were analysed using descriptive statistics and variance estimation technique. Findings show that customer retention, and competitive advantages are major benefits that are accruable to the industry. These were achieved through better understanding and addressing the customer needs and issues. Among the strategies employed by the players in this industry to facilitate these were promotional activities and quick service delivery. [ABSTRACT FROM AUTHOR]