Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience

2018 ◽  
Vol 19 (6) ◽  
pp. 1478-1493 ◽  
Author(s):  
Obinna C. Ojiaku ◽  
Aihie Osarenkhoe
Keyword(s):  
Service Quality ◽  
Service Providers ◽  
Brand Image ◽  
Brand Choice ◽  
Past Experience ◽  
Mobile Service ◽  
Data Service ◽  
Mobile Data ◽  
Mobile Data Service ◽  
The Impact

The prevalence of mobile data services has intensified competition and structured the market for mobile telecommunication services, resulting in decreased revenue particularly from voices services and high churn rate. Mobile service providers therefore seek ways to increase revenue by attracting and retaining mobile data users. This study investigates the determinants of customers’ brand choice and continuance intentions with mobile service providers in the context of mobile data service. This study also captures the impact of past experience on behavioural outcomes. Data were collected from 304 customers of mobile data service firms and analysed using regression analyses. Results indicate that mobile service quality, pricing structure and promotion, but not brand image, affect brand choice, whereas continuance intentions are affected by the mobile service quality, brand image and price. Customers’ past experience relates significantly and negatively to brand choice but not continuance intention. The contribution and implication of the study are discussed.

A value chain model for mobile data service providers

2002 ◽  
Vol 26 (9-10) ◽  
pp. 551-571 ◽  
Author(s):  
Phillip Olla ◽  
Nandish V Patel
Keyword(s):  
Value Chain ◽  
Service Providers ◽  
Chain Model ◽  
Data Service ◽  
Mobile Data ◽  
A Value ◽  
Mobile Data Service

scholarly journals Service Quality and Customer Loyalty: A Study in Telecom Sector

2018 ◽  
Vol 7 (1) ◽  
pp. 60-66
Author(s):  
Mubashir Majid Baba
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Service Providers ◽  
Positive Impact ◽  
Mobile Service ◽  
Independent Variables ◽  
Independent Variable ◽  
Telecom Sector ◽  
The Impact ◽  
Sector Service

The objective of this paper is to study the impact of service quality gaps with customer loyalty in the Indian telecom sector. Service quality gaps has been considered as independent variable whereas customer loyalty was considered as dependent variable. Five antecedents of service quality gaps have been considered in this study viz. reliabilty, assurance, tangibility, empathy and responsiveness based on SERVQUAL model as given by Parsuraman, Zeithaml and Berry(1988). A survey-based exploratory and causal research design was used. A 27 items instrument was generated comprising of 22 items for the five antecedents of independent variables on the basis of the work of Parsuraman, Zeithaml and Berry(1988), and 5 items for customer loyalty on the basis of the work of Kaur and Soch (2012). The data was collected from 163 customers using mobile service of two telecom operators of J&K (BSNL and Airtel) through structured questionnaires. Cronbach’s coefficient alpha was used to determine the reliability of the instrument. Multiple regression analysis was used to determine the causal relationship between both the independent & dependent variable. Results depicted that the service quality gaps has significant and positive impact on customer loyalty. The study suggests that the service providers should put their endeavor to upgrade the technology and serve the customers with modern equipments.

Mobile devices for academic practices by students of college of sciences in selected Nigerian private universities

2015 ◽  
Vol 33 (4) ◽  
pp. 749-759 ◽  
Author(s):  
Joseph Kehinde Fasae ◽  
Idowu Adegbilero-Iwari
Keyword(s):  
Mobile Devices ◽  
Service Providers ◽  
Private Universities ◽  
Data Service ◽  
Science Students ◽  
Mobile Data ◽  
Content Type ◽  
Academic Practices ◽  
Mobile Data Service ◽  
Privately Owned

Purpose – This study aims to look at the use of mobile devices by science students with emphasis only on privately owned universities in Nigeria. Design/methodology/approach – A descriptive research design was used, as the study was a survey research. Eighty copies of structured questionnaire were distributed to collect data from science students in advanced levels of their undergraduate programmes in Afe Babalola University, Ado-Ekiti (ABUAD) and Joseph Ayo Babalola University (JABU) Ikeji-Arakeji, in their lecture halls and laboratories with the permission and assistance of their lecturers. The data were collected within a period of five weeks. All the administered questionnaire were correctly filled and returned, yielding a 100 per cent return rate. The data were analysed using descriptive statistics which includes frequency and percentage presented in tables and charts. Findings – The study found that science students in the selected private universities mostly (83.7 per cent) use smartphones than other mobile devices. Also, the students own mobile devices for the purpose of using educational applications (77.50 per cent) and to chat with people (72.50 per cent). The students use the Internet on their devices very often. The Internet facilities mostly used by the students are e-mails (71.25 per cent), social media (68.75 per cent) and search engines (60.50 per cent). The challenges mostly faced by the students using mobile devices for academic practices are poor Internet connectivity (81.25 per cent) and high cost of data subscription (53.75 per cent). Practical implications – Given the knowledge gained from this study, it is desired that universities across Nigeria would encourage the integration of the use of mobile devices into core educational programmes. Also, mobile data service providers need to reduce the cost of data subscription, especially on campuses for students. Moreover, owners of private universities should ensure the provision of good Internet connectivity for mobile devices campus-wide. Free and accessible Wi-Fi hot spots should be created for students. Social implications – Policy makers in the country should encourage mobile data service providers to reduce cost of data subscription on university campuses so as to enable students enjoy to the fullest the numerous features of mobile devices for academic practices. Originality/value – Research on the use of mobile devices for academic practices by students is somewhat new in Nigeria more so that privately owned universities are in focus. The study has therefore opened the floor for more in-depth studies on the subject now that mobile devices should be seen as tools rather than fanciful gadgets.

scholarly journals The Impact of Customer Retention Strategies in the Nepalese GSM Mobile Service Providers: A Case of Pokhara City

2018 ◽  
Vol 13 ◽  
pp. 46
Author(s):  
J.B.R. Subarna Bir
Keyword(s):  
Service Quality ◽  
Service Providers ◽  
Customer Retention ◽  
Mobile Network ◽  
Mobile Service ◽  
Retention Strategies ◽  
Market Expansion ◽  
Care Services ◽  
Customer Care ◽  
The Impact

<p>The cellular industry of Nepal has grown by many folds with the influx of more mobile network providers in the market creating a hyper competition among themselves. Retaining the existing customers rather than just focusing on the regular market expansion is, therefore, becominginevitable for them to sustain. In this realm, this research carried out with the core objective of identifying and assessing the impact of customer retention strategies adopted by GSM Cellular Network companies, primarily Ncell &amp; Nepal Telecom within the locality of Pokhara, taking a sample of 192 network users as respondents within a survey based research design framework, surfaced some important findings. Five out of the six customer retention strategies so identified: Service quality, customer care services, price, loyalty enhancement programs and communications showed an association with the type of network customer use except for other service facilities which showed no association with the network types. Very few of users from Pokhara were thinking to switch over to other networks. Internet proved to be the most effective marketing strategies than other media. Service Quality and loyalty enhancement programs were found to be the most preferred customer retention strategies by the users of both networks.</p><p> <strong><em>Economic Literature</em></strong><em>, </em>Vol. XIII August 2016, page 1-8</p>

The Effect of Service Quality on Customers' Satisfaction in Mobile Phone Services in the UAE

2020 ◽  
Vol 8 (1) ◽  
pp. 75-94
Author(s):  
Emad Yusuf Masoud
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Mobile Phone ◽  
Service Providers ◽  
Mobile Service ◽  
Behavioural Difference ◽  
Mobile Industry ◽  
Quality Dimensions ◽  
Service Quality Dimensions ◽  
Network Quality

This study aims to determine the dimensions of mobile service quality and to examine their effect on customer satisfaction in UAE mobile phone service providers while also investigating the behavioural differences between mobile phone customers with prepaid and postpaid subscriptions. A combination of the SERVPERF model has been adopted as the main framework for analyzing service quality. A structured questionnaire instrument was designed for data collection. The present study concentrates on the level of customers’ satisfaction for leading service providers in the UAE mobile industry. Etisalat and Du were chosen for this study. A sample of (452) mobile phone users in Abu Dhabi city was selected at random using convenience-sampling. We found a positive effect of both functional and technical service quality (network quality) on customers’ satisfaction. Functional and technical dimensions were good predictors of customer satisfaction and confirmed the multidimensional nature of service quality. Also, the service quality dimensions; reliability, assurances, and responsiveness are found to be significant predictors of customer satisfaction. Behavioural difference between mobile phone customers is also significant in predicting customer satisfaction for postpaid subscribers. However, only reliability and network quality are significant predictors of customer satisfaction for prepaid subscribers. The model developed in this study provides marketers and researchers with a diagnostic tool to assess service quality from the perspectives of customers to meet the customer’s expectations and ensure customer satisfaction.

scholarly journals Does Emotional Intelligence Influence Employees, Customers and Operational Efficiency? An Empirical Validation

2016 ◽  
Vol 8 (6) ◽  
pp. 77 ◽  
Author(s):  
Mohammad Sultan Ahmad Ansari ◽  
Jamal Ahmad Farooquie ◽  
Said M. Gattoufi
Keyword(s):  
Emotional Intelligence ◽  
Service Quality ◽  
Service Industry ◽  
Service Providers ◽  
Operational Efficiency ◽  
Service Industries ◽  
Empirical Validation ◽  
Continuous Training ◽  
Telecom Service ◽  
The Impact

<p>A research study was initiated to investigate the impact of emotional intelligence on employees’ satisfaction and loyalty, and how it influences operational efficiency in telecom service industry in Oman. A questionnaire-based survey was conducted and the responses received were tested with various statistical techniques. These test results were found to be in broad agreement with the assumptions widely prevalent in management literature and service industries.</p><p>The findings suggest that emotional intelligence contributes significantly in improving internal performance. Employees are valuable assets and improved internal performance is due to employees’ commitment. Service industry could take care of employees, keep them satisfied to win their loyalty, which can be achieved through regular employees’ engagement and involvement. Engaged employees value customers’ expectations and build better relationship. Satisfied and loyal employees are in a position to deliver high service quality and improved productivity. The service provider shall continuously monitor service quality to maintain end users’ satisfaction. It can be sustained through employees’ continuous training and skills development that will improve operational efficiency of the company in terms of increased sales and profitability. Thus, the present study provides an empirical validation and confirmation of the propositions and hypotheses about how service providers should manage employees’ emotional intelligence for giving them satisfaction, winning their loyalty, thereby, eventually enhancing service values, operational efficiency and profitability of the company.</p>

scholarly journals Customer satisfaction and customer loyalty in Vietnamese mobile telecommunication industry

2020 ◽  
Vol 5 (1) ◽  
Author(s):  
Trinh Kim Hoa ◽  
Luu Thi Bich Ngoc
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Brand Image ◽  
Positive Impact ◽  
Telecommunication Industry ◽  
Mobile Telecommunication ◽  
Price Perception ◽  
The Impact ◽  
Mobile Telecom

This study was aimed at investigating three factors (service quality, brand image and price perception) and assessed the degree of the impact of each factor on customer satisfaction, especially the relationship between customer satisfaction and customer loyalty in Vietnamese mobile telecom sector where there have been the existence of the fierce competition, mature market and internationally integrated economy, ultimately struggling for market share and survival. The results indicated that each factor (service quality, brand image, price perception) has a positive impact on customer satisfaction at the different level as well as a significantly positive relationship between customer satisfaction and customer loyalty in mobile telecommunication industry in Vietnam. The results of this study are consistent with the findings and evidence in the extant literature. The study provides the important feedback from customers to mobile telecom suppliers. Research findings are expected to be marketing insights for Vietnamese mobile telecom managers so that they can develop the sound marketing strategies in today’s competitive and costly market.

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