Abstract

Relationship marketing and its effect on customer loyalty of Selected Mobile Phone Companies
in Cross River state using service quality and price value as measures to customer loyalty in
telecommunication companies communicating in Cross River State. The study explores that,
despite inadequate service to customers in the telecommunication industry, customers remain
loyal. The methodology used was a survey research design, where cross sectional data was
collected in a fair representation of the various mobile phone users and the senatorial
constituency of Cross River State North, Central and South respectively were used in the
research. The study used Pearson correlation, regression analysis, and reliability test, and
variance inflation factor for analysis. Primary data was used for the study. The study found that all
the dependents' variables of Service Quality and Price Value are significant to customer loyalty in
the telecommunication companies in Cross River State. The study recommends the need for
service providers to improve the quality of service given to its subscribers in the sense that all the
mobile networks are not meeting the requirement or expectation of customers where they should
enjoy more in terms of value for their money.

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