The Role of Price, Service Quality and Trust on Customer Loyalty

Service providers having competitive prices and rendering quality services cannot solely rely on those to enjoy high customer loyalty. Relationships built on trust go a long way in solidifying such relationships. However, there is lack of sufficient studies that have assessed the mediating effect of trust on the relationship between price, service quality and customer loyalty as postulated by the commitment-trust theory. This book by investigating the mediating effect of trust on the relationships between price, service quality and customer loyalty in the Nigerian telecommunication industry during a period of economic recession enhance the commitment-trust theory. Players in the telecommunication industry all over the world, as a result of this book would be able to discern which of price and service quality has a higher effect on customer loyalty during a period of economic recession. In addition, players in the industry would clearly understand how customers' trust in the prices and the quality of services they get enhance their loyalty.