BRAND EQUITY DIMENSIONS AND CUSTOMER RETENTION: A PERSPECTIVE OF POSTPAID TELECOM SUBSCRIBERS IN LAGOS STATE, NIGERIA

Аннотация

This article examines the relationship between brand equity dimensions and customer retention among postpaid telecom subscribers in Lagos State, Nigeria. The study focuses on the dimensions of brand equity, including brand awareness, brand image, brand loyalty, and perceived quality, and their influence on customer retention in the competitive telecom market. Data was collected through surveys administered to a sample of postpaid telecom subscribers in Lagos State, and statistical analysis techniques were employed to analyze the relationships between brand equity dimensions and customer retention. The findings provide valuable insights into the importance of brand equity in fostering customer loyalty and retention in the Nigerian telecom industry.