The Impact of Promotional Pricing on Customer Loyalty in the Nigerian Telecommunication Industry. A Study of MTN Enugu State Nigeria

This study seeks to investigate the impact of promotional pricing on customer loyalty in the Nigerian Telecommunication industry using MTN Enugu state Nigeria as a case study. An explanatory research design was adopted in which a self-administered questionnaire was used to collect data from MTN customers in Enugu State, Nigeria. Data analysis was done by Statistical Packages for Social Sciences (SPSS version 28). Factor analysis was used to test the validity of the myriad of scale items of the subconstruct in the model. Cronbach’s alpha and Kaiser-Meyer-Olkin (KMO) were employed to test the adequacy and appropriateness cum robustness of the data. The Bartlett test was also employed in this study. The study revealed that there is a significant positive relationship between promotional pricing and customer loyalty. Also, promotional pricing and customer satisfaction has a significant positive influence on customer loyalty. MTN was therefore recommended to consider developing customer satisfaction as a prerequisite for enhancing customer loyalty using promotional pricing