Attachment 51

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

Region of Ghana

KwabenaAdjei1, Richard Denanyoh1
ARTICLE INFO

Available Online January 2014
Key words:
Mobile Telecommunication;
Subscribers;
Customer Loyalty.

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.

1.0 Introduction

The spread of mobile technology has varied significantly between countries with majority of mobile subscribers in the developing countries, (ITU, 2013). In 2013, statistics from the International
Telecommunication Union revealed that the penetration rate of mobile phone subscribers is 96.2 per 100 inhabitants globally and the report also suggests that there are now more mobile phone users in the developing world than in the developed world (ITU, 2013).
Moreover, customers are

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