Corporate branding and consumer loyalty in the telecommunication industry: A case study of MTN Ghana
Corporate branding and consumer loyalty in the telecommunication industry: A case study of MTN Ghana
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Date
2015-11-05
Authors
Ampadu, Mavis Boatemaa
Aboagye, Michael Osei
Ampadu, Michael
Ampadu, Seth
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Publisher
NetJournals
Abstract
n a fiercely competitive business environment such as the mobile services industry, it is a marketplace
reality that the ability of firms to attract and retain customers ultimately determines their growth and survival
prospects. This study, therefore, investigates how corporate branding in the form of brand name, brand logo,
brand color, customer satisfaction and the size of customer base of MTN determine customer loyalty in the
telecommunication industry of Ghana. A total of 250 valid respondents completed a questionnaire survey in
the ten regional capitals of Ghana during the Spring break. The questionnaires were analyzed using SPSS
and Pearson correlation was used to establish the relationship between the dependent variable (customer
loyalty) and independent variables (brand name, brand logo, brand color, customer satisfaction and size of
customer base). The results of the empirical study reveal that brand name had the greatest impact on
loyalty. Brand color and brand logo also have a positive correlation on customer loyalty, while size of
customer base had lower correlation on customer loyalty. The results also show that customer satisfaction is
a direct antecedent of customer loyalty. We suggest that managers of MTN should pay much attention on
the color, logo and customer satisfaction as their marketing strategy weapons, whiles consolidating the
market size to prevent customer switching to other competitors.
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Citation
Ampadu, M. B., Aboagye, M. O., Ampadu, M., & Ampadu, S. (2015). Corporate branding and consumer loyalty in the telecommunication industry: A case study of MTN Ghana. Net Journal of Business Management, 3(3), 36-42.