FACTORS INFLUENCING UNDERGRADUATES’ CHOICE OF MOBILE TELECOM NETWORKS IN SOUTHEAST NIGERIA
Abstract
Instead of switching brands when subscribers become dissatisfied, undergraduates in the South-East region, switch between mobile networks at will with reasons seemingly different. The study is, however, designed to determine the factors influencing undergraduates’ choice of mobile telecom networks in South-East, Nigeria. Relevant data were gotten from the targeted audience through structured questionnaire using underlining choice criteria of undergraduates in selected universities. The study covers Federal, State and Private Universities in the region. As a result of high population as well as difference in enrollment figure among universities, Stratified Simple Sampling Technique was used. The sample size was 300. Variables used in the survey include: users’ demographics and questionnaire items which were categorized under four constructs, namely: service quality, price, service availability and promotion. Pearson’s correlation was employed to test the relationship proposed in the hypotheses. Findings from 95.3% response ratio showed that new technology and social factors were undergraduates’ important choice criteria. Based on the findings, we propose that mobile service providers should, on regular basis, improve their service offerings and also use advertisement to do the positioning.References
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Agyapong, A. and Kobina, F.N. (2012). Service Quality and Customer Choice of Mobile Telecommunication Service Provider in Ghana. Euro Journal Publishing, Inc, (100), pp139-151.
Alam, M.N., Jebran, J.K. and Hossain, M.A. (2012). Analytical Hierarchy Process (AHP) Approach on consumers’ preferences for selecting telecom operators in Bangladesh. Information and Knowledge Management, 2(4), 7-18.
Dadzie, A. and Mensah, F.B. (2011).Brand preference for mobile phone operator service in the Cape Coast metropolis. International Journal of business and management,6 (11),190-205.
Hair J.F., Bush R.P. and Ortinau D.J. (2000). Marketing research: A practical approach for the new millennium. London: Mc Graw-Hill Companies.
Haque, A., Rahman, S. and Rahman, M. (2010). Determinants of the choice of mobile service providers: Structural equation modeling approach on Bangladeshi consumers. Business and Economics Research Journal, 1 (3), 1-8.
Joint Admission and Matriculation Board (2015). Unified Tertiary Matriculation Examination Brochure. Abuja: Joint Admission and Matriculation Board Press.
Kaapanda, L.N. (2012). An evaluation of factors determining the selection of mobile telecommunication service providers in the Northern region of Namibia. 3rd International Conference on Business and Economic Research. (3rd ICBER 2012) Proceeding, pp 8-30.
Nitecki , P.A. and Danuta (2001). Service Quality: A Concept Not Fully Explored. Library Trends, 49(4), 1 – 22.
Ogwo, E.O. and Igwe, R.S. (2012). Some key factors influencing attitudes of patronage of GSM services: The Nigerian experience. International Journal of Business and Management, 7 (18), 82-91.
Olatokun, W.and Nwonne, S. (2012). Determinants of users choice of mobile service provider in Nigeria telecommunication market. African Journal of computing and information and communication technology, 5(4), 19-32.
Olumide, H.A. (2011). Telecommunication reform and effects of competition on availability, quality and cost of services in Nigeria. Public Policy and Administration Research, 1(3), 8-19.
Pallant, J. (2007). SPSS Survival Manual: A step by step guide to data analysis using SPSS for Windows. (3rd ed.). USA: Mc Graw Hill Open University Press.
Paulrajan, R. and Rajkumar, H. (2011). Service quality and customers preference of Cellular mobile service providers. Journal of Technology Management and Innovation, 6(1), 38-45.
Rahman, M.S (2012).Service quality, corporate image and Customer’s satisfaction towards Customers perception: An exploratory study on telecom Customers in Bangladesh. Business Intelligence Journal, 5(1), 56-63.
Rahman, S., Haque, A. and Ahmad, M.I.S. (2010). Exploring influencing factors for the selection of mobile phone service providers: A Structural Equation Modeling (SEM) approach on Malaysian consumers. Journal of African Business Management, 4 (13), 2885-2898.
Ramzan, A. (2010). British Council, Accessed March 18, 2013.
Sathish, M., Kumar, K.S. and Jeevanantham K.J.N.V. (2011). A study on consumer switching behavior in cellular service provider. A study with reference to Chennai. Far East Journal of psychology and business, 2(2), 71-81.
Published
2014-12-01
How to Cite
OKECHUKWU, Miracle E. C.; EDE, Fred O; UKENNA, Stephen I..
FACTORS INFLUENCING UNDERGRADUATES’ CHOICE OF MOBILE TELECOM NETWORKS IN SOUTHEAST NIGERIA.
GOUNI Journal of Management and Social Sciences, [S.l.], v. 2, n. 1, p. 1-11, dec. 2014.
ISSN 2550-7265. Available at: <http://journal.gouni.edu.ng/index.php/fmss/article/view/43>. Date accessed: 06 may 2018.
Issue
Section
Articles
Keywords
Undergraduates; Choice; Mobile-telecom-service-provider; Southeast, Nigeria
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