An Analytic Hierarchy Process Analysis: Application to Subscriber Retention Decisions in the Nigerian Mobile Telecommunications

Adebiyi Sulaimon Olanrewaju (), Oyatoye Emmanuel Olateju () and Kuye Owolabi Lateef ()
Additional contact information
Adebiyi Sulaimon Olanrewaju: Department of Business Administration, Fountain University, Osogbo, Nigeria
Oyatoye Emmanuel Olateju: Department of Business Administration, University of Lagos, Nigeria
Kuye Owolabi Lateef: Deprtment of Business Administration, University of Lagos, Nigeria

International Journal of Management and Economics, 2015, vol. 48, issue 1, 63-83

Abstract: The introduction of mobile number portability (MNP) in the Nigerian telecommunications industry has brought a new challenge for mobile operators. This study investigates the use of Analytic Hierarchy Process (AHP) in customer retention decisions in the Nigerian telecommunication industry using a cross-sectional survey design. Primary data were obtained through questionnaires administered to 480 mobile telecommunications subscribers in six tertiary institutions located in Lagos State, Nigeria. These educational institutions were chosen using a multistage sampling technique. Of 438 questionnaires received from subscribers, 408 were valid. Based on this sample data an AHP model was built to assess the determinants of customer retention decisions. Next, eigen values, an eigen vector and maximum lambda (λMax) were obtained using the AHP analysis for the matrices. This analysis shows that customers considered call quality as the important in the retention decision. We conclude that AHP is a meaningful tool for determining what motivates retention decisions, that can help network operators formulate effective customer retention strategies.

Keywords: analytic hierarchy process; mobile number portability; retention management; telecommunication; marketing strategies (search for similar items in EconPapers)
JEL-codes: C83 M1 M15 M2 M31 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/ijme-2015-0035 (text/html)

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:vrs:ijomae:v:48:y:2015:i:1:p:63-83:n:4

DOI: 10.1515/ijme-2015-0035

Access Statistics for this article

International Journal of Management and Economics is currently edited by Mariusz Próchniak

More articles in International Journal of Management and Economics from Warsaw School of Economics, Collegium of World Economy
Bibliographic data for series maintained by Peter Golla ().