Antecedents of Customer Loyalty in Emerging Economies: An Empirical Study in the Nigerian Mobile Telecommunications Sector

Using empirical data from the Nigerian mobile telecommunication sector, this study attempts to model the antecedents of customer loyalty in an emerging market context. This study’s contribution stems from the simultaneous investigation of the effect of perceived service quality, perceived value, customer satisfaction and trust on customer loyalty. Data referring to 250 subscribers were analysed to examine the aforementioned interactions and according to results all tested variables had a significant positive effect on loyalty, except perceived value. Trust was found to best predict customer loyalty. Based on these findings, the authors suggest implications for managers in the mobile telecom industry.