Determinants of Customer Loyalty among Mobile Telecom Subscribers in the Brong Ahafo Region of Ghana

KwabenaAdjei and Richard Denanyoh
Additional contact information
KwabenaAdjei: School of Business and Management Studies, Sunyani Polytechnic, Sunyani
Richard Denanyoh: School of Business and Management Studies, Sunyani Polytechnic, Sunyani

International Journal of Business and Social Research, 2014, vol. 4, issue 1, 82-95

Abstract: The purpose of this study is to investigate the determinants of brand equity among mobile telecom users in Brong Ahafo Region of Ghana. Mobile telecommunication providers have a great role in strengthening the economy and encouraging the efficiency among a large number of subscribers across the country. The success of any business depends on the strength of their brands, which attracts new and existing customers for continuous growth. In Ghana, there are six mobile telecom providers operating in the market (Vodafone, Airtel, MTN, Tigo, Glo, & Expresso). Primary data was obtained through a questionnaire and residents of Sunyani Municipality were targeted for the study. 200 questionnaires were self-administered by the researchers to the subscribers of all the mobile telecom providers and 194questionnaires were returned. The questionnaires were analysed using SPSS 16 and pearson correlation was used to establish the relationship between the dependent and independent variables. The results identified call rate/quality, network coverage and sales promotion as having significant positive relationship to customer loyalty. In addition, brand image and prompt customer service were seen to have a less effect on customer loyalty.

Keywords: Mobile Telecommunication; Subscribers; Customer Loyalty. (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://thejournalofbusiness.org/index.php/site/article/view/366/320 (application/pdf)

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:mir:mirbus:v:4:y:2014:i:1:p:82-95

Access Statistics for this article

More articles in International Journal of Business and Social Research from MIR Center for Socio-Economic Research Contact information at EDIRC.
Bibliographic data for series maintained by M Kabir ().