UNVEILING LOYALTY DYNAMICS: ANALYZING BRAND EQUITY DIMENSIONS AND CUSTOMER RETENTION AMONG POSTPAID TELECOM SUBSCRIBERS IN LAGOS STATE, NIGERIA

Аннотация

This research delves into the intricate relationship between brand equity dimensions and customer retention within the context of postpaid telecom subscribers in Lagos State, Nigeria. Through a comprehensive analysis of brand perception, brand loyalty, and other relevant dimensions, the study aims to unveil the dynamics that contribute to sustained customer loyalty in the competitive telecommunications market. Insights derived from this research have the potential to inform strategic marketing approaches, enhancing customer retention strategies and bolstering the overall success of telecom service providers in Lagos State. KEYWORDS Brand Equity; Customer Retention; Telecommunications; Loyalty Dynamics; Brand Perception; Postpaid Subscribers; Lagos State; Nigeria.