Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria
Background: The telecommunication industry has continued to witness competition among service providers. Understanding factors that influence customer choice of mobile networks is crucial for marketing decisions. Objective: This study examined factors affecting user’s choice of mobile networks i...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Mass Communication, University of Nigeria
2024-12-01
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| Series: | Ianna Journal of Interdisciplinary Studies |
| Subjects: | |
| Online Access: | https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/585 |
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| Summary: | Background: The telecommunication industry has continued to witness competition among service providers. Understanding factors that influence customer choice of mobile networks is crucial for marketing decisions.
Objective: This study examined factors affecting user’s choice of mobile networks in South East Nigeria. The study adopted a descriptive survey anchored on the customer utility model. Using a multi-stage sampling technique, the study population was drawn from three selected states in South East Nigeria. From the states selected, a sample size of 550 respondents was drawn. Data was collected and analysed using standard deviation and chi-squared.
Result: The findings indicated that the call rate of mobile networks, service availability, quality of service and promotional strategies determine the user’s choice of a mobile network. Additional results showed that the quality of service is the most contributing factor compared to the other factors.
Conclusion: Telecommunication network providers should pay close attention to mobile network call rates, service availability, quality of service, and promotional strategies in their marketing approaches.
Unique contribution: This study has provided empirical evidence that could guide telecommunication operators in influencing the choice of network of telecommunication users.
Key recommendation: Telecommunication network providers should consider mobile network call rates, service availability, quality of service, and promotional strategies in their marketing decision-making.
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| ISSN: | 2735-9883 2735-9891 |