LONG-TERM RELATIONSHIP BUILDING AND CUSTOMER SATISFACTION IN SOME SELECTED TELECOMMUNICATION COMPANIES IN NIGERIA.

ABSTRACT

Long-term relationship building is the development of ties between an organisation and it customers which will lead to long run benefit for both parties.  Therefore, in building long-term relationship organisations need to carefully examine and identify relationship that are worthwhile and will on the long run contribute to the overall business objectives.  The objective of this study was designed to examine long-term relationship building and customer satisfaction in some selected Network service provider (GSM Company) in Nigeria. A sample of 500 subscribers drawn from MTN, GLO and AIRTEL was used for the study. The study used primary data with the aid of questionnaires which were analyzed using tables and simple percentages while correlation and regression analysis was used to test the hypotheses.The findings of this study reveal that there is a positive correlation between long-term relationship building and trust while commitment and reciprocity had no correlation. Also customer satisfaction according to this study is a function of long-term relationship building given trust, commitment and reciprocity. The implication is that Network Service Provider’s need to focus on customer satisfaction by building trust, commitment and reciprocity in order to improve their relationship with customers.