MEDIATING ROLE OF CUSTOMER PATRONAGE IN THE RELATIONSHIP BETWEEN BRAND ASSOCIATION DIMENSIONS AND CUSTOMERS SATISFACTION FOR MOBILE NETWORK SERVICES AMONG UNDERGRADUATE STUDENTS OF BAYERO UNIVERSITY KANO

Abstract

Since the liberalization of Nigeria’s telecommunications sector in 2001, the industry has become a major contributor to national GDP. Yet persistent issues such as unreliable service, delayed notifications, and unstable pricing continue to undermine customer satisfaction, resulting in high churn and weak brand loyalty. This study examines how brand association affects customer satisfaction, with a particular focus on the mediating role of customer patronage among students of Bayero University Kano. Using a quantitative research design, data were gathered through structured questionnaires from 327 students. The results indicate that brand association positively and significantly influences customer satisfaction. Additionally, customer patronage was found to partially mediate this relationship, suggesting that stronger brand association leads to increased patronage, which in turn enhances satisfaction. The findings highlight that telecom operators should not only strengthen their brand identities but also encourage ongoing patronage especially among the student demographic in order to boost satisfaction and foster customer loyalty.