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Quality Dimensions, Value, Service Cost and Recommendation Behaviour: Evidence from the Nigerian Cellular Industry

Abolaji Joachim Abiodun, Kenneth Sola Adeyemi and Adewale Omotayo Osibanjo ()
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Adewale Omotayo Osibanjo: Covenant University, Nigeria

The International Journal of Economic Behavior - IJEB, 2014, vol. 4, issue 1, 139-150

Abstract: The present study proposed and test a model that connects both affective and cognitive factors in cellular service to customers’ recommendation behavior. Results of the analysis of data collected through questionnaire from 293 respondents with cellular phones and active account in the Nigerian cellular industry indicate that core cellular service dimensions, service cost (price) and hedonic values are significant determinants of customers’ recommendation behavior. In addition, the study found that customer service and utilitarian value exert negative effect on recommendation behavior. It seems that strengthening the performance of service providers on core service attributes, service cost (price) and the entertainment and emotion evoking aspects of cellular service is of more value in partnering with customer to enlarge customer base through recommendation.

Keywords: quality dimension service cost; recommendation behaviour; hedonic value; utilitarian value; cellular phone; service attribute (search for similar items in EconPapers)
JEL-codes: L C D (search for similar items in EconPapers)
Date: 2014
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Handle: RePEc:but:ijebfa:v:4:y:2014:i:1:p:139-150