HOW DOES CUSTOMERS’ SATISFACTION AFFECT BUSINESS PERFORMANCE? EVIDENCE FROM NIGERIA

Abstract

The study examines the impact of customers’ satisfaction on business profitability from Nigeria perspective. The SPSS package was used to analyze the linear regression in order to establish the relationship between the variables involved in the study. The results showed a positive relationship between customers’ retention and profitability which implies that mobile operators need to maximize customer satisfaction in order to influence the extent of loyalty and retention on the products’ patronage. However, this study recommends that mobile operators should not just rely on profit margins as a good indicator of business performance but rather should develop strategies that better capture customers’ perceptions of their service offerings. Keywords: Customers’ Satisfaction; Customers’ Profitability; Customers’ Retention; Customers’ Loyalty; Nigeria.