Research Article

MODERATING EFFECT OF SERVICE FAILURE ON THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY

Sani Salawu Fatau1*, Muhammad Jamilu SaidU2
1 Department of Business Administration, Faculty of Social & Management Sciences, Federal University, Birnin Kebbi, Kebbi State, Nigeria
2 Department of Business Administration and Entrepreneurship, Kaduna State University, Kaduna State, Nigeria
* Corresponding author: sanisalawufatau@fmskasujournals.org.ng
Published: Dec, 2025
DOI: 10.68022/kbmr.2025.no5xcnte
Pages: 16-30
Views: 15
Downloads: 1

Abstract

This study aimed to examine the moderating effect of service quality on customer loyalty in the Nigerian telecommunication market, while also exploring the moderating influence of service failure on the relationship between service quality and customer loyalty. The study's population consisted of customers who were utilizing the services provided by the major service providers in Kaduna state, Nigeria. Consequently, these individuals constituted the study respondents. The study employed a structured questionnaire as a data collection tool, gathering information from a sample of 409 participants through the utilization of a basic random sampling technique. The data acquired for the study was analyzed using Partial Least Square Structural Equation Modelling (PLS-SEM) processed using SMARTPLS3. The findings of the empirical investigation indicate a substantial association between service quality and customer loyalty. Additionally, it was observed that service failure negatively moderates the aforementioned relationship between service quality and customer loyalty. The study emphasizes the importance for telecommunication firms in Nigeria to prioritize the reduction of service failures by consistently investing in technology and regularly upgrading their equipment. This approach is crucial in fostering increased customer loyalty.

Keywords

Customer Loyalty Service Quality Service failure

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How to Cite

Fatau, S. S., & SaidU, M. J. (2025). MODERATING EFFECT OF SERVICE FAILURE ON THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY. Kaduna Business and Management Reviews, 6(2), 16-30. https://doi.org/10.68022/kbmr.2025.no5xcnte

S. S. Fatau, and M. J. SaidU, "MODERATING EFFECT OF SERVICE FAILURE ON THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN THE NIGERIAN TELECOMMUNICATION INDUSTRY," Kaduna Business and Management Reviews, vol. 6, no. 2, pp. 16-30, December 2025. doi: 10.68022/kbmr.2025.no5xcnte

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