Abstract

Customer service has received considerable attention in marketing literature. This paper attempts to find the relationship between customer service on customer retention in telecommunication industry in Nigeria. If retention is not managed, customer’s loyalty may be lost. This study examined the potential constructs in customer retention by investigating the chain of effects of retention from customer service, satisfaction, value and behavioural intention. The hypotheses are supported except that a higher level of customer satisfaction does not lead to customer loyalty.

Key words: Customer service, customer satisfaction, customer loyalty and customer retention.