Influence of Demography, Religiosity and Porting Behaviour on Switching Behaviour of Mobile Subscribers: Evidence from A Developing Country

Nimako, Simon Gyasi; Nyame, Robert K.

doi:10.5539/ijbm.v10n7p158

Cited by 8 publications

(5 citation statements)

References 29 publications

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“…family and friends, co-workers and existing banking consumers, financial advisors, financial regulators and consumer protection agencies) who tend to influence consumers' decisions towards banking products/services (Milakovi c et al, 2020;Yen et al, 2019;Cucinelli et al, 2016). In Ghana, Nimako and Nyame (2015) reported that unsatisfied consumers were likely to warn family and friends from using the services of their banks. Hedonically, emotional pleasure and arousal are strongly and positively linked to consumer readiness to engage in word-ofmouth (WoM) recommendations (Gulfraz et al, 2022).…”

Section: Subjective Norm (Sn) and Consumer Pre-banking Intentionsmentioning

confidence: 99%

Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

Tannor,

Carter

2023

AJEMS

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PurposeThe pre-purchase phase of consumer behaviour for financial services, especially retail banking, has been under-researched. This study explored the determinants of consumer pre-banking behaviour (BAB) in the Ghanaian banking sector.Design/methodology/approachA quantitative approach was employed by extending the constructs of the theory of planned behaviour (TPB) and technology acceptance model (TAM) to include affective and conative components and utilising a partial least squares-structural equation modelling (PLS-SEM) analysis.FindingsAffective, conative, cognitive attitude, emotions and perceived trust (PT) were significant determinants of consumer pre-BAB. From a practical point of view, marketing managers need to be emotionally connected with their potential consumers to enhance the propensity of automatic purchasing.Research limitations/implicationsThe country context, sample type and size are limitations and so extending the study to other countries, with larger samples and additional insights on subjective norms (SNs), could help improve the model's efficacy.Originality/valueThe results presented in this paper are relevant and original because it is the only study, based on potential customers in an emergent economy context, to advocate the need for an emotional connection with potential consumers at the pre-banking stage to enhance the possibility of automatic purchasing.

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Section: Subjective Norm (Sn) and Consumer Pre-banking Intentionsmentioning

confidence: 99%

Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

Tannor,

Carter

2023

AJEMS

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“…The study was conducted with the objective of building a conceptual model on the basis of various empirical studies done in the past. Nimako and Nyame (2015) empirically examined validated theoretical models to explain antecedents and consequences of consumer switching intention in Ghana telecoms service context. They submited that switching intentions were found to negatively influence loyalty.…”

Section: Empirical Reviewmentioning

confidence: 99%

Determinants of Customer Switching Behaviour in Mobile Telecommunication Industry in South-South Nigeria

Panama,

Ugiagbe,

Aguwamba

2023

BJMS

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The study examined the determinants of customers’ switching behaviour in mobile telecommunications industry in South-South Nigeria. The main objective of the study was to explore the factors influencing customers’ switching behaviour in the mobile telecommunications industry and in specific terms, determine whether price, reputation, service quality, promotional package and switching cost did have a significant and positive influence on customers’ switching behaviour. The unit of analysis comprised 400 mobile telecommunication subscribers drawn from six cities in the South-South geopolitical zone of Nigeria. The study units were selected using a proportionate stratified sampling technique and the data obtained from the process were analysed with descriptive statistic using Statistical Package for Social Sciences (SPSS) version 23 software. Conceptual hypothesized relationships involving the independent and dependent variables formulated from the research model were tested with multiple regression analysis technique. The findings of the study revealed that reputation, service quality, promotional package and switching cost had a strong and positive relationship with customers’ switching behaviour but price and involuntary switching seemed to have the least significant relationship. It showed that those factors were very important determinants of customers’ decision to switch from one mobile telecommunications provider to another except price and involuntary switching as earlier stated. The key recommendations from the study were that managers of mobile telecommunications companies should develop proper pricing strategies that were remarkably different in terms of moderate call rates and data charges to prevent customer switching. Secondly, plans could be put in place by management that would encourage the development of trust and confidence through the provision of timely quality services and ensure good network coverage. Finally, managers should ensure that promotional campaigns were aimed at building relationships. In conclusion, it is quite important that managers should have adequate knowledge of the determinants of customers’ switching behaviour established in the study so as to put in place preventive measures that will enhance customers’ retention of improved sales and profitability. The study made a significant contribution by identifying customers’ perceptions of marketing variables that could affect switching.

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“…By using Analyses of Moment Structure (AMOS), feature estimates were obtained using maximum likelihood, and confidence intervals were calculated by bootstrapping. Nimako and Nyame (2015) reviewed a theoretical model in consumer switching behaviour (CSB), and their study reveals that at least 10 theoretical models of CSB already exist. The gap on the existing CSB model is that they do not address issues related to computing research area.…”

Section: Practical Knowledge Gapsmentioning

confidence: 99%

A model for switching and continued use of mobile computing applications amongst South African academics

Kgopa

Kekwaletswe

Pretorius

2022

SA Journal of Information Management

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Background: A systematic review of the literature uncovered little explanation as to why academics as individuals switch mobile applications or continue to use the same mobile applications. Knowing and being able to explain the personal behaviour are important and could be of value to practitioners and researchers, especially when it comes to predicting the future behaviour.Objectives: The main objective of this study was to explain and to model switching and continued use of mobile computing applications by South African academics.Method: A survey was carried out within South African academics as participants to test 14 hypotheses and explain switching and continued use of mobile computing applications. The adopted positivist study was associated with the quantitative research approach to test hypotheses so that the truth about objectives are obtainable.Results: The results of the study contributed to the body of knowledge by explaining and modelling the determinants influencing and significant to mobile computing application switching and continued use behaviour.Conclusion: The developed model may help to inform practitioners and researchers on what actually satisfies users to switch or continue to use mobile computing applications.

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Influence of Demography, Religiosity and Porting Behaviour on Switching Behaviour of Mobile Subscribers: Evidence from A Developing Country

Cited by 8 publications

References 29 publications

Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

Determinants of Customer Switching Behaviour in Mobile Telecommunication Industry in South-South Nigeria

A model for switching and continued use of mobile computing applications amongst South African academics

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