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| Effect of Service Quality on Customer Loyalty of TV Service Providers in Nigeria
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Aliku Ifeanyi Harold and Olannye, A. P.
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Abstract:
The study examined the effect of service quality on customer loyalty of Caple TV branches in Nigeria. The cross sectional survey research design method was adopted for the study. The stratified random sampling method was used for the study. A sample size of 234 employees were selected from the existing Caple TV branches such as DVSt, MitroDigital, CTL and Star Times operating in Asaba, Delta State and Benin, Edo State. The research instrument used for the study was the questionnaire. The study engaged descriptive statistics, correlation and multiple regression analytical technique. Findings showed that empathy, access to service and service reliability have positive effects on customer loyalty. The study concluded that service quality has positive effect on customer loyalty in the Nigerian Cable TV service firms. The study recommended amongst others that service providers should make service delivery more professional and satisfaction inducing to customers.
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