Multiple subscriptions to mobile networks and consumer satisfaction

Sigismond Hervey Mvele, Larissa Ango Mengue and Guy Christol Ekome Ekane

Journal of Retailing and Consumer Services, 2019, vol. 47, issue C, 375-381

Abstract: The objective of this study is to analyze the determinants of the use of several telecommunication networks on the satisfaction of subscribers in Cameroon. To achieve this goal, a dual approach is adopted. Firstly, a mobilization of the different theories concerned within the framework of this study is carried out in order to expose the hypotheses of research. The second step is the organization and use of field survey data to test the assumptions made. At the end of the study, the Generalized Poisson model reveals that the individual's entourage, network problems, the use of promotional offers and the characteristics of the networks exert a significant influence on the multiple subscriptions. Moreover, gender, the age of the individual and his level of education are also significant. In addition, the ordered Simultaneous Bivariate Probit model indicates that multiple subscriptions improves individual's satisfaction. Indeed, as the number of networks used increases, there is an improvement in overall satisfaction, although the addition of a fourth network is a saturation point for individuals.

Keywords: Telecommunication networks; Multiple subscriptions; Satisfaction (search for similar items in EconPapers)
JEL-codes: B21 D11 L96 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:47:y:2019:i:c:p:375-381

DOI: 10.1016/j.jretconser.2018.12.009

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