African Journal of Marketing Management
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Article Number - 379A86363746


Vol.9(3), pp. 25-34 , April 2017
DOI: 10.5897/AJMM2016.0505
ISSN: 2141-2421



Full Length Research Paper

Analysing the moderating effect of customer loyalty on long run repurchase intentions



John Olotewo
  • John Olotewo
  • Girne American University Turkey.
  • Google Scholar







 Received: 08 September 2016  Accepted: 15 November 2016  Published: 30 April 2017

Copyright © 2017 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0


One of the controversies in existing marketing literatures is on how to retain existing and new customers to have repurchase intention in the long-run; however, empirical answer to this question is scanty in existing studies. Thus, this study investigates the moderating effect of consumer loyalty on long-run repurchase intentions in telecommunication industry using Lagos State environs. The study adopted field survey research design using questionnaire to elicit responses from 250 respondents who were selected using random and stratified random sampling techniques from the telecommunication industry in Lagos State, Nigeria. The internal consistency of the research instrument was verified using the Cronbach’s alpha, the result of 0.89 implies the acceptability of the internal consistency of the survey instrument. The test of the research hypotheses were analyzed using Pearson Product Method of Correlation (PPMC), simple regression analysis and inferential statistics with the aid of Statistical Package for Social Science version 20.0 (SPSS). The study confirmed that customer satisfaction has a significant relationship with customer loyalty in the telecommunication industry. Furthermore, service quality has a significant relationship with customer loyalty to a brand; loyalty programs have a significant relationship with customer loyalty to a network operator in Nigeria and customer loyalty has a significant effect on the long run repurchase intentions of the customer. The study concluded that one of the determinants of long term profitability of a business entity is the long run repurchase intentions of its customers which hinges on the level of brand loyalty of the customer. Thus, it was recommended that service providers in Nigeria should improve on factors like customer satisfaction, service quality, and loyalty programs in order to increase the loyalty of their customer to their brands thereby increasing their repurchase intentions.

Key words: Customer loyalty, long run repurchase intentions, brands, service quality, customer satisfaction.

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APA Olotewo, J. (2017). Analysing the moderating effect of customer loyalty on long run repurchase intentions. African Journal of Marketing Management, 9(3), 25-34.
Chicago John Olotewo. "Analysing the moderating effect of customer loyalty on long run repurchase intentions." African Journal of Marketing Management 9, no. 3 (2017): 25-34.
MLA John Olotewo. "Analysing the moderating effect of customer loyalty on long run repurchase intentions." African Journal of Marketing Management 9.3 (2017): 25-34.
   
DOI 10.5897/AJMM2016.0505
URL http://academicjournals.org/journal/AJMM/article-abstract/379A86363746

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