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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| Format: | Article |
| Language: | English |
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Department of Mass Communication, University of Nigeria
2024-12-01
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| Series: | Ianna Journal of Interdisciplinary Studies |
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| Online Access: | https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/585 |
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| author | Martins Ndubisi Ezugwu Uchenna C. Anorue Ukamaka C.M Ozioko Stephen Chukwuka Ogbodoh |
| author_facet | Martins Ndubisi Ezugwu Uchenna C. Anorue Ukamaka C.M Ozioko Stephen Chukwuka Ogbodoh |
| author_sort | Martins Ndubisi Ezugwu |
| collection | DOAJ |
| description |
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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| format | Article |
| id | doaj-art-e0e3342f0d27426aab14a8f849ca0890 |
| institution | Kabale University |
| issn | 2735-9883 2735-9891 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Department of Mass Communication, University of Nigeria |
| record_format | Article |
| series | Ianna Journal of Interdisciplinary Studies |
| spelling | doaj-art-e0e3342f0d27426aab14a8f849ca08902024-12-30T09:35:54ZengDepartment of Mass Communication, University of NigeriaIanna Journal of Interdisciplinary Studies2735-98832735-98912024-12-0171Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East NigeriaMartins Ndubisi Ezugwu0https://orcid.org/0009-0008-1292-2797Uchenna C. Anorue1https://orcid.org/0009-0002-7524-570XUkamaka C.M Ozioko2https://orcid.org/0009-0001-2156-2358Stephen Chukwuka Ogbodoh3https://orcid.org/0000-0003-3192-6730University of Nigeria NsukkaUniversity of Nigeria NsukkaUniversity of Nigeria NsukkaUniversity of Nigeria, Nsukka 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. https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/585CustomersChoiceFactorsMobile phoneServiceNigeria |
| spellingShingle | Martins Ndubisi Ezugwu Uchenna C. Anorue Ukamaka C.M Ozioko Stephen Chukwuka Ogbodoh Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria Ianna Journal of Interdisciplinary Studies Customers Choice Factors Mobile phone Service Nigeria |
| title | Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria |
| title_full | Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria |
| title_fullStr | Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria |
| title_full_unstemmed | Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria |
| title_short | Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria |
| title_sort | evaluation of factors affecting choice of service providers among mobile phone users in south east nigeria |
| topic | Customers Choice Factors Mobile phone Service Nigeria |
| url | https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/585 |
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