Exploring customer loyality in telecommunication company : Nexttel Cameroon

This study explores the relevance of customer loyalty for Nexttel Cameroon. The importance of customer loyalty to a business cannot be overemphasized. The survival and growth of every business depends on it. Nexttel Cameroon like any other company takes this seriously. The purpose of this thesis is to investigate factors that cause people to be loyal to a company’s product, the strategies that companies use to enhance and maintain customer loyalty and assess the implications of loyalty to the customer and the company. The theoretical framework of the thesis examines the types, stages, implications, programs, measurements and securing customers loyalty, the concept and theories are based on available documents, scholarly books, ebooks and journals. Qualitative methods of data collection were used in this work, six employees of Nexttel Cameroon Buea branch were interviewed separately, and eleven questions were prepared for the practical part of the work. The data collected from the interview was analysed to make conclusions for the research and to make recommendations to Nexttel Cameroon on how to maintain its customers. The findings also show that customer satisfaction is an important determinant of customer loyalty for Nexttel. The result of this study suggests that customer satisfaction is key and that the company should consistent-ly try to provide cheap tailor-made services for its loyal customer