COMPETITIVE AGGRESSIVENESS AND CUSTOMER PATRONAGE OF TELECOMMUNICATION FIRMS IN RIVERS STATE

Abstract

This study investigates the effect of Competitive Aggressiveness on Customer Patronage of telecommunication firms in Rivers State, Nigeria. The study used a cross-sectional survey research design to administer self-completing questionnaire to 369 customers of four major telecommunication firms with branches in Rivers State, Nigeria. Of the 369 questionnaires distributed, 309 were returned, 300 of which were fully completed and used for data analysis. The reliability of the research instrument was analyzed using Cronbach’s alpha on the Statistical Package for Social Sciences (SPSS). The collected data were analyzed using Structural Equation modeling (SEM) technique on AMOS software, version 23. The results of the analyses revealed that Competitive Aggressiveness has a significant positive effect on the three measures of Customer Patronage (Customer Satisfaction, Referrals, and Repeat Patronage). These results underscore the importance of competitive aggressiveness in fostering customer loyalty and driving business growth in highly competitive markets. Telecom firms in Rivers State can leverage this knowledge to develop strategies to effectively attract and retain customers.