The effectiveness of loyalty programs on consumer retention and satisfaction in telecommunication companies in Nigeria

Emuobor, Rolland Obaro and Osima, Orugba Ethe and Ichendu, Nyemachi Precious and Ojetola, Babatunde James (2025) The effectiveness of loyalty programs on consumer retention and satisfaction in telecommunication companies in Nigeria. World Journal of Advanced Research and Reviews, 25 (1). pp. 2219-2226. ISSN 2581-9615

This study examined “the effectiveness of loyalty programs on consumer retention and satisfaction in telecommunication companies in Nigeria”. Methodology: Relevant data were drawn from sixty (60) selected staff of MTN in Ikeja Lagos, using a well-structured questionnaire. The result of the findings revealed that there is an effect of Loyalty Programs on Consumer Retention in telecommunication company in Nigeria, there is effect of Loyalty Programs on Consumer Satisfaction in telecommunication company in Nigeria and finally there is a relationship between consumer retention and satisfaction in telecommunication company in Nigeria. Study conclusion and policy recommendations: The study concluded that the effectiveness of loyalty programs in consumer retention and satisfaction within Nigeria's telecommunication sector can be viewed as a vital strategy for enhancing customer loyalty. These programs serve to build stronger emotional connections between consumers and service providers, fostering a sense of appreciation and value. It is therefore recommended by the study that telecommunication network providers such as Mobile Telephone Network (MTN) should consistently search for and improve on customers’ satisfaction factors to continually attract and retain their valuable customers.