IMPACT OF EMPLOYEE ENGAGEMENT ON CUSTOMER LOYALTY IN MTN, ABUJA

Abstract

In the rapidly evolving service industry, particularly in telecommunications, organizations such as MTN Abuja are increasingly challenged by persistent issues of customer dissatisfaction and retention. Although employee engagement especially its cognitive and behavioural dimensions has been recognized as a crucial driver of service quality, its direct impact on customer outcomes remains inadequately understood. This study examined the impact of employee engagement on customer loyalty in MTN, Abuja. Employing a descriptive research design, the study focused on MTN, Abuja, 1,128 employees and 4,245 selected customers participants through stratified random sampling to ensure representation across various sectors. Data were gathered using structured questionnaires, facilitating an in-depth exploration of the topic. The collected data were presented in tables and analyzed using simple percentages, while regression analysis was employed to test the hypotheses. The results demonstrated that cognitive engagement had a significant impact on customer satisfaction for MTN Abuja. The study concluded that both cognitive and behavioural engagement play vital roles in shaping customer satisfaction and retention for MTN Abuja, the study recommends that Management of MTN Abuja invest in creating interactive platforms such as mobile apps, social media channels, and online communities where customers can actively engage with the brand. These platforms should provide personalized content and real-time support to stimulate cognitive engagement.