Factors influencing customer loyalty in Mobile telecommunication industry in Eldoret, Kenya
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The study on factors influencing customer loyalty in mobile telecommunication industry in Kenya was carried out in Eldoret town around care centers of Safaricom, Airtel, YU and Orange. The study was guided by the following objective; To determine the factors of customer loyalty and retention in mobile telecommunication industry. The study targeted 302 customers of mobile telecommunication industries distributed as follows; .170 in Safaricom, 60 in Airtel, 50 in YU and 22 in Orange. Convenient sampling technique was used to sample a sample size of 9lquestionaires were used to collect data and were validated using a pilot study. Data analysis was carried out using descriptive statistics. The finding showed the indicators of customer loyalty included repeat purchases of the services, increase in the frequency of consumption, frequent use of all services and recommendations to others. The product related factors that affect customer loyalty in mobile telecommunication service industry include value additional of service; branding and visibility, availability of airtime and introduction of new technology. The financial related factors were initial price which is low and low calling rates. The care centre staff related factors influencing customer include ability to offer solutions, attention and understanding of customer issue, prompt response to customer enquiries and honest dealing with customers. The researcher recommended the following: Training of employees in customer care centers on issues related to customer loyalty, carrying out cost benefit analysis by service providers to reduce switching cost and provide an ideal price, enhancing strategic alliance among service providers, diversification of services or products provided by the service providers, effective creation of an autonomous customer care department to promptly deal with customer loyalty. The researcher therefore suggests further studies on the contribution of strategic alliance in mobile telecommunication industry on customer retention and factors influencing the level of customer loyalty in mobile telecommunication industry.