Volume 3, Number 1 (2016) pp 1-23 doi 10.20448/806.3.1.1.23 | Research Articles
As a result of the shift from the traditional product orientation towards a customer based selling approach, companies, particularly those in the telecommunication industry are becoming more aware of the need for a better understanding of target customers and how these customers will react to organizational relationship marketing tactics based on their respective demographic characteristics, with a view to use such knowledge as a basis of attracting and maintaining a robust customer loyalty base. This study examines the effect of brand trust on customer loyalty. It went on further to determine the moderating influence of gender, age, and income level, among subscribers in the Nigerian telecommunication industry. A structured and close ended questionnaire was employed in eliciting responses from three hundred and seventy six (376) mobile telecom subscribers who were selected through the multistage sampling technique, from the eight local governments of Kano metropolis. Furthermore, the results from the three step regression analysis conducted indicates that while brand trust exercise a significant and positive effect on customer loyalty, this relationship is however, not moderated by gender, age and income level. In the light of these findings, it was recommended that those companies, whose focus is improving customer loyalty from the viewpoint of brand trust, should carry out such action without any consideration for the three highlighted demographic variables: gender, age and income level, in their segmentation exercise.