UNDERSTANDING THE LOYALTY BEHAVIOR OF POSTGRADUATE GSM USERS THROUGH PERCEIVED VALUE-IN-USE

Of recent, GSM value delivery, exploration and satisfaction has continued to be catalyst for customer behavior and also pivotal to business success. This study investigated value-inuse and how it influence customer loyalty of GSM. Adopted questionnaire method, 448 post graduate students were survey and analyzed, Pearson product moment correlation coefficient and multiple regression were used for analysis. The findings revealed that hedonic, emotional and social benefit/value were positive and significant in driving and customer loyalty (intention to use and referral). We therefore concluded that through customer enjoying hedonic, emotional and social values in use context, can influence customer loyalty. The study recommends that GSM operators should be proactive, to learn changing customer value, then position, segment and target the market based on their various values-in-use so as to get the best loyalty and satisfaction.