An Evaluation of the Relationship between Consumer Retention and Satisfaction in Telecommunication Companies in Nigeria

This study examined “the relationship between 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 a relationship between consumer retention and satisfaction in telecommunication companies in Nigeria, Higher customer satisfaction leads to increased customer retention among telecommunication service users in Nigeria, Dissatisfied telecommunication customers are more likely to switch service providers unless proactive retention strategies are implemented, Brand Transparency helps to improve Consumer Retention and Satisfaction in Telecommunication Company in Nigeria and finally, that Customer Satisfaction plays a mediating role in the relationship between Service quality and Customer Retention in the Telecommunication Sector. Study conclusion and policy recommendations: The study concluded that understanding and strengthening the relationship between customer satisfaction and customer retention can enhance customer loyalty and maintain a competitive edge in the industry. It is therefore recommended by the study that that telecommunication network providers such as MTN should consistently search for and improve on customers’ satisfaction factors to continually attract and retain their valuable customers.