Abstract:
CUSTOMER SATISFACTION AND BRAND CREDIBILITY AS PREDICTORS OF BRAND LOYALTY AMONG GLOBACOM (GLO) SUBSCRIBERS: A STUDY OF THE STUDENTS OF THE UNIVERSITY OF LAGOS. Brand loyalty is a relevant symbol for firms to be honest about their products and services and to examine complaints. The high level of competition and rapid changes in the market and technology make it complex for a brand to sustain momentum without focusing on delivering the value that customers require especially in terms of customer satisfaction and brand credibility. Customer satisfaction should therefore also drive
service providers’ loyalty and service decisions because customers view value on the benefits of the products and services they receive. Brand credibility is the reliable information about the brand of high quality which indicates a superior quality position of the brand. It is one of the most important attributes to identify a brand and achieve a good brand image. For a brand to be perceived as being credible, continuously maintaining brand promise is crucial. Therefore, as the environment changes and as consumer experience and their needs change, the value they seek also changes. In markets where quality is not easily observable, customers often make their buying decisions amid feelings of doubt, which can make them unwilling to patronize a brand. Therefore, brand credibility and customers satisfaction is used as signals to effectively justify brand loyalty of telecommunication service providers in Nigeria.
