Predictors of Customer Satisfaction and Loyalty in the Mobile Communication Industry in Ho Municipality, Ghana | Chapter 09 | Emerging Issues in Science and Technology Vol. 1

Aims: The objective of this research was to find out whether subscribers are satisfied with services of the mobile network providers and identify the predictors of customer satisfaction and loyalty in the mobile communication industry and to develop model that links these satisfaction factors and loyalty for any customer in the industry.

Study Design: Descriptive cross-sectional study design.

Place and Duration of Study: Ho Municipality in Volta Region, Ghana, between July 2016 and September 2016.

Methodology: We included sampled subscribers of the five mobile network operators (MTN, Vodafone, Tigo, Airtel and Glo) in the Ho Municipality. A total of 500 subscribers of the five mobile networks in the Municipality were selected for the research. The study employed a purposive sampling technique in selecting the subscribers located in various parts of the Ho Municipality in Volta Region, Ghana.

Results: Logistic regression analysis was used to identify the predictors of customer satisfaction and loyalty. Results show that quite a significant proportion of respondents were satisfied with the services provided by the network providers in Ho Municipality. Furthermore, the study revealed that five (5) factors; “X1 (Perceived service quality)”, “X3 (Wide network coverage)”, “X4 (Network quality or Signal strength)”, “X8 (Availability of high-speed internet service)” and “X12 (Perceived price fairness or Call/SMS Rate)” were significant to the prediction of customer satisfaction and loyalty with a predicted satisfaction and loyalty rate of 80.15%.

Conclusion: Mobile network providers should place a focus on delivering the best possible service quality as well as use advanced techniques to improve network quality and increase the network coverage to all areas in order to achieve better customer satisfaction and loyalty. Management of network providers should improve the service quality and make their services more economical so that customers can afford and have better value for money in using the service.

Author(s) Details

Carlos Ankora
Department of Computer Science, Ho Technical University, Ghana.

Francois Mahama
Department of Mathematics and Statistics, Ho Technical University, Ghana.

Noble Kuadey
Department of Computer Science, Ho Technical University, Ghana.

Lily Bensah
Department of Computer Science, Ho Technical University, Ghana.

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Emotions Felt toward a Brand and Customer Loyalty: Study of Mobile Phone Brands | Chapter 11 | Emerging Issues and Development in Economics and Trade Vol. 2

Recently, a firm that wants to conquer and keep its customers is expected to invest in the emotional value of its brand. Thus, the fact of eliciting the emotions of customers has become a challenge to develop a close emotional and behavioral resistance to change. This research work aims to study the role of emotions felt toward a brand in the formation and preservation of the relationship between the customer and the brand. A conceptual model is developed to examine the relationships between emotional attraction, emotional sensitivity, emotions felt (affection, passion, connection), emotional attachment and customer loyalty. The method of Structural Equation Modeling (SEM) is employed to test the research hypotheses. A quantitative study is conducted involving 480 Tunisian customers of mobile phone brands. The findings of this study indicate that the emotional attraction as well as the level of emotional sensitivity of customer influence positively his emotions felt toward a brand of mobile phone. These emotions predict an emotional attachment and a commitment toward the brand. Such commitment is vital to develop a loyalty of customer. This study provides significant managerial insights for marketers in order to formulate an effective communication strategy of their brands based on the seduction of customer emotions.

Author(s) Details

Zohra Ghali-Zinoubi
Department of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, KSA and Department of Marketing, Higher Institute of Management, University of Tunis, Tunisia.

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