CHAPTER ONE
1.1 BACKGROUND TO THE STUDY
1.2 STATEMENT OF THE PROBLEM
Today is the world of inventions and innovations and that lies in a customer who is dynamic and his beliefs, attitude and his satisfaction level. It is needless to affirm that marketing is a new way of thinking about how companies and other organization can develop beneficial change with target customer who is always inclined in seeking to satisfy some needs and wants. hence the problem is how we can find more customers for what services we provide, customer satisfaction and the new services provided by the competitors, how the company can live up to their expectations and understand the different aspects of customers’ views. However the innovations there are still antecedents of brand preference that firms should seek to pursue if they are to succeed in this era of stiff competition and this study is aimed at shedding into some of them (antecedents) as perceived value in service quality, corporate image and employees’ attitude (customer care attitude) to ascertain how they favorably or adversely affect customers’ brand preference for mobile phone services providers.
1.3 OBJECTIVES OF THE STUDY
The general objective of this research work is to evaluate customers’ perception towards brand preference of mobile phone service providers (MPSPs) using MTN Nigeria as a study point. However, other specific objectives are to;
i. ascertain the impact of service quality on customers’ brand preference
ii. determine the effect of corporate image on brand preference
iii. assess the effect of employees’ attitude (customer care) on customer loyalty