BUSINESS LEVEL STRATEGIES AND CUSTOMER LOYALTY OF SELECTED SERVICE FIRMS IN NIGERIA

The ability to continually gain customer loyalty in the midst of increasing competition, bargaining power and trust through appropriate business level strategies is a consistent challenge for service firms. This necessary order firms remain competitive increase growth. study therefore examined selected Nigeria. Quantitative method survey research design was employed study. primary population twenty-four (24) which consisted ten (10) Deposit Money Banks, Insurance firm Telecommunication secondary eight hundred fifty-three (853) project team members. Stratified random sampling technique adopted obtain responses from participants. used validated self-developed questionnaire with KMO >0.5 <1 AVE administered collect data Reliability test achieved Cronbach Alpha values between 0.702 0.807. Descriptive inferential statistics were analyse hypotheses. Data analysis revealed strategic management components have statistically positive significant effect on quality Nigeria ( Adj R 2 = 0.776, p=0.000, Q 0.552). concluded that affect . recommended should adequately consider their cost leadership, differentiation strategy focus efforts since they directly influence services. Keywords : Business Level Strategies, Cost Leadership, Customer Loyalty, Differentiation Strategy, Focus Strategy JEL Classification: M10; M11; M15 CITATION: Ogunberu, A. O., Binuyo, & Akinlabi, B. (2022). Strategic Journal Change Management, 9 (2), 1017 – 1028.