An Evaluation on Factors That Influence the Choice of a Mobile Telecommunications Service Provider

TITLE: AN EVALUATION ON FACTORS THAT INFLUENCE THE CHOICE OF A MOBILE TELECOMMUNICATION SERVICE PROVIDER

TABLE OF CONTENTS 1. Executive Summary 3
2. Background 4
2.1 Purpose of study 5
2.2 Significance of study 5
2.3 Research Objectives 5
2.4 Research Questions 6
3. Methodology 7
3.1 Method of Research 7
3.2 Types of Research 7
3.3 Population 7
3.4 Sampling 7
4. Sources of data collection 8
4.1 Secondary Data 8
4.2 Primary Data 8
5. Data collection tools 8
5.1 Questionnaire 8
5.2 Validity and Reliability 9
6. Data Analysis 10
7. Recommendations 15
8. Limitations and Delimitations of the study 16
9. Conclusion 17
10. References 18
11. Appendices 19

1.0 Executive Summary

The Zimbabwean telecommunication sector has grown rapidly over the past years. This exponential market growth attracted new players to this sector, which in turn resulted in increased competition. The aim of this study was to establish critical factors in the selection of mobile telecommunications service providers.

A research instrument was employed to collect data from consumers of the three mobile phone operators in Zimbabwe. Convenience sampling, a form of non-probability sampling was used to collect data from 40 participants. This research used descriptive statistics for data analysis and discussions. The results of the study revealed that customers’ selection of which mobile telecommunications service providers to use is influenced by overall service quality, free calls and free SMSs, network capability, reliability of service, network innovativeness, low rate charges, accessibility, promotions with discount, geographic network coverage, family and friends, and customer care. In addition to this,