scholarly journals Corporate brand image and switching behavior: case of mobile telecommunications customers in Zimbabwe

2020 ◽  
Vol 16 (2) ◽  
pp. 80-90 ◽  
Author(s):  
Shylet Chigwende ◽  
Krishna Govender
Keyword(s):  
Customer Satisfaction ◽  
Sample Size ◽  
Service Providers ◽  
Brand Image ◽  
Market Competition ◽  
Mobile Network ◽  
Switching Behavior ◽  
Network Service ◽  
Corporate Brand ◽  
Brand Switching

Mobile telecommunication service providers in Zimbabwe are using a brand image to market their products and minimize brand switching, resulting from increased market competition. A cross-sectional survey was conducted among a convenience sample of 385 participants in Zimbabwe. The sample size was determined using Rao software sample size calculator to extract an acceptable sample from apopulation of 1,973,906 inhabitants. Data were collected using a five-point Likert scale questionnaire and were also tested for reliability and validity using SPSS version 20. It was ascertained that 70% of the respondents’ switched SIM cards, 20% never switched, and 10% were indifferent to the different providers. Structural Equation Modeling (SEM) showed that mobile network service providers’ brand image positively affects customer satisfaction, a positive relationship exists between mobile network service providers’ brand image and consumer brand switching behavior, customer satisfaction positively affects their loyalty. Corporate brand image indirectly affects customer loyalty through customer satisfaction. The researchers recommend marketers to consider the findings when designing strategies for marketing mobile network services. AcknowledgmentsThe authors of this paper greatly appreciate the support and cooperation they received from the Postal and Telecommunications Authority of Zimbabwe (POTRAZ) and research participants during the survey.

scholarly journals Long-Term Relationship Building and Customer Switching Behaviour in the Mobile Telecommunication Industry in Nigeria

2021 ◽  
Author(s):  
Ebhote Oseremen
Keyword(s):  
Service Providers ◽  
Mobile Network ◽  
Relationship Building ◽  
Switching Behavior ◽  
Telecommunication Industry ◽  
Mobile Telecommunication ◽  
Network Service ◽  
Customer Switching ◽  
Telecommunication Operators

This paper examined long-term relationship building and customer switching behavior among mobile telecommunication operators in Nigeria. The population of this study includes all mobile telecommunication company and their subscribers in Edo State, Nigeria. The samples for this study were drawn from Mobile Network Service Providers and their subscribers. For service providers, three (3) out of the nine (9) mobile network operators were selected (Nigeria Communication Commission NCC, 2020). Morgan and Krejcie's (1970) sampling methods were implemented to choose a sample of 322 mobile telecom subscribers Godden (2004). The paper employed regression analysis to analyze and test the hypothesis formulated. The result showed that long-term relationship building (Two-way Communication, Customer retention Strategy, Customer Loyalty, and Relational Bond) had a positive statistically significant relationship with customer switching behavior among mobile telecommunication operators (Network service providers) at p>0.05. The research recommends among others that players of the mobile telecommunication Industry (mobile network service providers) should embrace the application of long-term relationship-building to achieve, sustain and retain customers' usage of their products, this will enable them to compete better with other players in the industry. Also, they should engage in relational bonding aimed at creating attachment with the customer leading to customer retention and subsequently profitability.

Prioritizing the influencing factors of utaut-2 model toward mobile network service providers

2021 ◽  
pp. 178359172110553
Author(s):  
Ishani Patharia ◽  
Anjana Pandey ◽  
Sanjay Gupta
Keyword(s):  
Technology Acceptance ◽  
Communication Networks ◽  
Service Providers ◽  
User Behavior ◽  
Mobile Network ◽  
Study Data ◽  
Jel Classification ◽  
Network Service ◽  
Factors Affecting ◽  
Use Of Technology

Technological developments have a major impact on user behavior. The rapidly evolving communication system and technology have provided numerous choices for people. The ever-shifting changes in the generation of communication networks have posed challenges for mobile network service providers to attract and retain customers. This study aims to prioritize the determinants of the adoption of mobile network service providers using the unified theory of acceptance and use of technology (UTAUT-2). In this study, data were collected from 660 mobile phone users in Haryana, India. A fuzzy analytical hierarchy process (F-AHP) was applied to arrange the priority or rank the factors based on the significance of the factors in explaining the adoption of mobile network service providers. Results of the study reveal that efforts expectancy is the highest-ranked and prioritized factor for the adoption of mobile network service providers followed by performance expectancy and facilitating conditions. However, social influence emerged as the least important factor. The present study provides theoretical implications for future researchers by synthesizing and prioritizing the important factors affecting technology acceptance. The practical implications offer a clearer insight to marketers for developing focused pragmatic strategies to retain customer loyalty. The study has considered only UTAUT-2 model constructs and used the F-AHP technique. Other factors may be considered in future studies. Other priority analysis techniques can also be used such as ISM and MICMAC analysis for further study. The research has been conducted in Haryana, India, and therefore, it needs to be tested in other areas/countries for generalizability. JEL Classification: O1, O2, O4

An intellectual journey into the historical evolution of marketing research in brand switching behavior – past, present and future

2015 ◽  
Vol 21 (2) ◽  
pp. 172-193 ◽  
Author(s):  
Osama Sam Al-Kwifi ◽  
Zafar U. Ahmed
Keyword(s):  
Historical Development ◽  
Service Providers ◽  
Common Factor ◽  
Marketing Research ◽  
Switching Behavior ◽  
Content Type ◽  
Secondary Sources ◽  
Brand Switching ◽  
Brand Attractiveness ◽  
The Impact

Purpose – The aim of this paper is to explore the historical development of brands and the development of literature on brand switching to define the antecedents that cause switching behavior among consumers and the impact of switching on market share of companies. Design/methodology/approach – The historical development of brands is tracked using different secondary sources. Then an intensive literature review is conducted on brand switching at the consumer and business levels. At each level, studies on brand switching are divided into several categories, such as household products, technological products and service providers, and the common factors behind switching for each category and between categories are determined. Findings – An examination of the historical development of brands shows that brands appeared on products a long time ago and evolved through a number of stages based on the economic and social environment. The literature reveals that no single model can explain brand switching behavior of consumers or businesses across different industries and products. Each study uses a specific set of factors to explain brand switching. However, brand attractiveness can be counted as the most common factor behind brand switching. Research limitations/implications – There is little understanding of the historical mutations of brand switching behavior and the influence of mutation on branding strategies. The study suggests that continuous exploration of consumer’s preferences is needed to create and sustain attractive brands. Practical implications – Managers increasingly recognize brands as one of the most valuable assets of an organization, and, therefore, an informed knowledge of the factors underpinning brand switching may help managers build attractive brands and prevent brand switching. This condition imposes significant challenges in a highly innovative environment, where technological changes can quickly make attractive brands obsolete. Originality/value – This paper highlights that the factors behind brand switching should be monitored constantly, even for the same brand, to define an appropriate strategy that helps sustain brand attractiveness.

scholarly journals PENGARUH CITRA MEREK DAN CITRA PENGECER TERHADAP RESPON MEREK DAN RESPON PENGECER MELALUI KEPUASAN MEREK DAN KEPUASAN PENGECER

2007 ◽  
Vol 9 (1) ◽  
pp. 126
Author(s):  
Didit Darmawan ◽  
Pantja Djati Pantja Djati
Keyword(s):  
Customer Satisfaction ◽  
Brand Image ◽  
Store Image ◽  
Electronic Products ◽  
Brand Switching ◽  
Brand Satisfaction

This research tries to compare brand image electronic products and store image to brand responses and store responses through brand satisfaction and customer store- satisfaction. The dominating existence of brand image and store image where customers buy the product.The result of this research shows that brand satisfaction influence brand responses than customer store-satisfaction. The contribution of this research for managers is that positive store image and customer store- satisfaction doesn’t mean that customer will not switch to other store but brand image and customer satisfaction to brand potentially hold the brand switching intention.

scholarly journals Analisis Kepuasan Pelanggan dengan Menggunakan SERVQUAL: Studi Kasus Layanan IndiHome PT. Telekomunikasi Indonesia, Tbk, Regional 1 Sumatera

2017 ◽  
Vol 1 (2) ◽  
pp. 61 ◽  
Author(s):  
M. Mujiya Ulkhaq ◽  
Monalisa Putri Br. Barus
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Service Provider ◽  
Service Providers ◽  
Network Service ◽  
High Expectations ◽  
Network Service Provider ◽  
State Owned Enterprise ◽  
Preliminary Study

As competition increases, delivering better service becomes more important; it is not with the expception of PT. Telekomunikasi Indonesia, Tbk (PT TELKOM), which is the only state-owned enterprise as well as the largest telecommunication and network service provider in Indonesia. This is because service quality is considered as an important aspect for the success of the service provider. This study aims to assess the service quality of PT. TELKOM for IndiHome products. A preliminary study showed that there are many customers complaining about IndiHome's service quality. In addition, the tight competition and the emergence of several similar service providers as well as attractive promotion will inevitably attract customers not to be loyal if PT. TELKOM does not immediately improve the quality of the service. This research was conducted not only to assess the service quality of IndiHome (using SERVQUAL), but also to give some recommendations to PT. TELKOM especially Regional 1 Sumatra in order to attain customer satisfaction. There were 153 respondents who participated in this study. The results show that on average, customers are not satisfied (the gap value is −1.539). This negative value means that the customers have high expectations of the services that should be delivered by PT. TELKOM, but in reality the performance of the service is not as high as their expectations. Therefore, some recommendations are given to improve the performance of IndiHome’s service quality so that the customers are satisfied.

scholarly journals SERVICE QUALITY AND CUSTOMER SATISFACTION EXPERIENCE AMONG SOUTH AFRICAN MOBILE TELECOMMUNICATIONS CONSUMERS

2021 ◽  
Vol 9 (3) ◽  
pp. 217-232
Author(s):  
Herring Shava ◽  
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
South African ◽  
Service Providers ◽  
Mobile Network ◽  
Primary Data ◽  
Network Operator ◽  
Inferential Statistics ◽  
Cross Sectional ◽  
Mobile Network Operator

Mobile networks have become the most utilized pathway of communication but very little information is available on customers’ experiences with respect to service quality and satisfaction. Through a survey, data was gathered from 1451 participants to examine customers’ experiences of service quality and satisfaction. The study investigated whether service quality and customer satisfaction experiences were different in respect of the mobile network operator used by the customer. This study is cross sectional by design and quantitative in nature. A self-administered questionnaire was used to gather primary data from mobile network users. Descriptive and inferential statistics were used to analyze the data. For inferential statistics, the multivariate analysis of variance (MANOVA) was used. The results revealed that the mobile network operator used by the customer, had a significant impact on service quality and customer satisfaction levels. This study contributes academically by indicating how South African consumers perceive mobile network service providers. Furthermore, the study identifies shortcomings and areas of strengths of South African mobile network operators with regards to service quality and customer satisfaction.

scholarly journals Service Quality and Consumer Choice of Their Preferred Telecommunications Service Provider in Ghana

2019 ◽  
Vol 4 (6) ◽  
Author(s):  
Afako Jephthah Kwame ◽  
Afako Jeremiah Kwaku ◽  
Tian Hongyun
Keyword(s):  
Service Quality ◽  
Service Provider ◽  
Service Providers ◽  
Mobile Network ◽  
Research Approach ◽  
Customer Choice ◽  
Network Service ◽  
Network Service Provider ◽  
Quality Dimensions ◽  
Service Quality Dimensions

This study examines the effect of service quality on customer choice. Specifically, it investigated the relationship between service quality dimensions and customer choice, examining the effect of service quality dimensions on customer choice and the service quality dimension most preferred by customers. The quantitative research approach was used with a sample of 250 respondents using purposive and convenient sampling technique. Questionnaires were used to collect the data and analyzed using SPSS version 21. With regards to the correlation variables, it showed a strong positive relationship between service quality dimensions and customer choice of a mobile network service provider and the regression variables showed a significant effect between service quality and customer choice indicating that service quality is very important and influence customers’ choice in choosing a mobile network service provider. It was recommended that Mobile network service providers should continue to improve on the service quality dimensions (empathy, responsiveness, reliability assurance, and tangibility). Since customers look out for these dimensions when choosing a mobile network service provider.

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