Antecedents of customer loyalty in mobile phone service: a study from Sub-Saharan Africa

David K. Amponsah, W. Frank Thompson Jr., Gordon G. Mosley, Akins T. Ogungbure and Emmanuel E. Yamoah

International Journal of Business and Emerging Markets, 2019, vol. 11, issue 3, 201-224

Abstract: Mobile phone service has become an efficient and accessible communication medium in Sub-Saharan Africa. As market growth attracts more competition, improving customer loyalty becomes an important strategic advantage. In general, previous research has focused on customer loyalty as a single variable. This study addresses this gap in the literature by examining customer loyalty as two separate variables: behavioural and attitudinal loyalty. This study examines four antecedents of mobile phone behavioural and attitudinal loyalty in an emerging economy: reliability, assurance, value, and satisfaction. Data from 309 survey respondents in the Sub-Saharan Africa country of Ghana were analysed using PLS-SEM. The study finds strong direct relationships between reliability and value, and satisfaction and behavioural loyalty. The study contributes to the literature by finding: 1) that behavioural and attitudinal loyalty are two measurable variables; 2) that customers' value and satisfaction perceptions mediate the relationship between service provider quality and loyalty. These findings can help mobile phone service providers in building customer loyalty.

Keywords: customer loyalty; mobile phone service; Sub-Saharan Africa; behavioural loyalty; attitudinal loyalty; reliability; assurance; value; satisfaction; Ghana; emerging markets. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=102644 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbema:v:11:y:2019:i:3:p:201-224

Access Statistics for this article

More articles in International Journal of Business and Emerging Markets from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().