CUSTOMERS SERVICE AND BRAND PERFORMANCE OF MTN NIGERIA

In the current organizational environment, customers are crucial elements, due to the competitive environment and place at the central of all marketing actions. The main objective of the study was to examine the relationship between customer service and brand performance of MTN Nigeria. The study adopted descriptive cross-sectional survey design. The population of the study therefore is 68.5 million Nigeria Communication Commission (NCC) and International Centre for Investigative Reporting (ICIR), (2022). The study adopted Simple random sampling was employed and Krejcie and Morgan table for sample size determination was used giving a sample size of 384. The method of data analysis was Pearson’s correlation with the aid of Statistical Package for Social Science (SPSS) version 26. The study concluded that there is a positive and significant relationship between customer service and brand loyalty with correlation coefficient of r = 0.685 and p value of 0.000, it was also concluded that customer service has a positive and significant relationship with brand familiarity with correlation coefficient of r = 0.635 and p value of 0.000 and that customer service has a positive and significant relationship with brand extension with correlation coefficient of r = 0.626 and p value of 0.000. It was recommended among others that automation of services should be encouraged since it maintains service standards. Moreover, having structures in place to handle service issues is the surest means of giving customers value for their money.

1 19 Jan, 2024

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