COMPARATIVE ANALYSIS OF CUSTOMER RETENTION AND ORGANIZATION PERFORMANCE A CASE STUDY OF MTN AND GLO USERS IN UNIVERSITY OF BENIN

ABSTRACT

The aim of this study examined customer retention and organization performance. To guide the study, four research questions were raised which are outlined thus: what factors influences customer retention, how does customer retention affect the business 8 profitability? how does customer satisfaction promote customer retention? how does brand affect customer retention?. Four research hypothesis were also raised to test the significance of the questions, they include the following: Customer retention is not significantly affected by it factor, there is no significant relationship between customer retention and organization performance, there is no significant relationship between customer satisfaction and customer retention, brand image does not significantly affect customer retention. This study adopted survey research design because the sampled elements and the variables under investigation were observed without any attempt to control or manipulate them. From these four research questions and hypothesis, 22 items were raised in the questionnaire together with the data for this study and the questionnaire was subject to Crobach alpha method of testing and a coefficient of 0.75 was obtained. The descriptive survey research design was used for this study. Population of the study consisted of students in the department of business administration of the university of Benin, Edo State, Nigeria.The findings from the study revealed that the respondents agreed that customer retention is very essential for the increase in organization performance or profitability. It was seen that student claims that they would remain with their network provider even when the cost increase. It was revealed that majority of the respondent would recommend their network provider to their friends and family, also most respondents are loyal to their service provider most respondents are loyal to their service provider. It is recommended that organizations should embrace and adopt the marketing concept that allows for being more 9 effective than competitors in creating, delivering, and communicating superior customer value to their chosen target markets and organizations should also take cross functional decisions on marketing and non-marketing activities in order to satisfy their customers for more effective customer retention. Also, the results of the research show that, there is significant relationship between customer retention and organization performance, there is significant relationship between customer satisfaction and customer retention, that brand image significantly affects customer retention.