1. JOACHIN UCHECHUKWU OKOLO - Department of Marketing, Institute of Management and Technology, Enugu State Nigeria.
2. KENNETH CHUKWUEMEKA OGBU - Department of Business Administration & Management, Institute of Management & Technology, Enugu
State, Nigeria.
3. JANE NWAKAEGO ANENE - Department of Marketing, University of Nigeria Nsukka.
4. CHINENYE JUSTINA UDEH - Department of Business Administration, Nasarawa State University, Keffi, Nasarawa State.
5. WILFRED OGOM NZEKWESI - Department of marketing, Institute of Management and Technology, (IMT), Enugu.
In today's cutthroat telecommunications industry, where the competition is fierce and the market is saturated, the key to financial success lies in securing the loyalty of your customers. Customer loyalty has a proven track record of boosting sales and revitalizing businesses. In such a competitive landscape, it is imperative to prioritize retaining your existing customers over simply acquiring new ones. That is why it is crucial to delve into the intricate factors that determine loyalty, especially in the highly competitive world of telecommunications. This study sets out to investigate the impact of opportunistic behavior on customer loyalty through the lenses of trust and commitment. We conducted a survey of 384 telecommunications subscribers in the Enugu metropolis, Nigeria, and employed structural equation modeling to analyze the data. The results uncovered a fascinating insight: opportunistic behavior indirectly harms customer loyalty, with trust and commitment acting as mediators. This study highlights the vital role that trust and commitment play in measuring the detrimental effects of opportunism.
Opportunism; Trust; Commitment; Loyalty; Telecommunication Sector.