Title: The Moderating Influence of Organizational Culture on Service Innovation and Customer Retention of Mobile Telecommunication Firms in Nigeria
Authors: DICK, DIEPRIYE I.J. Ph.D, OKPO, SAMUEL JOHNSON, Ph.D, WILSON, EBITIMI FLORENCE, Ph.D
Volume: 9
Issue: 8
Pages: 235-248
Publication Date: 2025/08/28
Abstract:
: This study investigated the moderating influence of organizational culture in the Impact of service innovation on customer retention of telecommunication firms in Nigeria. The study adopted a quantitative research method with a cross sectional survey research design. The explanatory research design was specifically employed with a causal investigation. The population of the study was the four mobile telecommunication companies operating in Nigeria; Globacom Nigeria Ltd., MTN Nigeria Plc, Airtel Nigeria Ltd and 9mobile Nigeria Ltd. This population was fully studied as a census study. However, twenty eight executive directors in the industry were employed for the study. Twenty eight copies of the questionnaire were distributed to the directors, from the returned questionnaire of twenty seven, only twenty five copies were validly used for the study after data editing and cleansing. The instrument was pilot tested for validity and reliability. The Chronbach's Alpha Reliability coefficient and the confirmatory factor analysis (CFA) were used for the reliability, consistency and validity of the instrument respectively. Data were analyzed with the help of univariate and multivariate statistics. The multiple regression analysis was employed with the aid of the statistical package for social sciences (SPSS), version 25.0. The findings of the study revealed that, organizational culture positively and significantly mediates the impact of service innovation on customer retention in the context of telecommunication firms in Nigeria. The study concluded that organizational culture of innovation improves service innovation and enhance customer retention. We therefore, recommend that, telecommunication companies in Nigeria should adopt service innovation culture throughout their value delivery chain. This will bring about customer retention for enhanced customers life time values.