Customers' Preference towards Mobile Network Service Providers, Ghana

The objective of this study was to assess factors influencing customers' preference towards mobile service providers in Ghana with particular reference to the Mfantseman Municipality. Data for the study was collected using self-administered questionnaire. Data was obtained from 500 customers of mobile service providers in Ghana. Four main factors were identified as key determinants of customers' choice of mobile service operator, namely, branding, service charges, network coverage and promotions. The results of the study concluded that there is a significant relationship between branding, service charges, network coverage, promotional packages and customers' choice of mobile service provider. The findings of the study also revealed that most of the consumers were aware of mobile service operators in Ghana. The study also found that mobile service providers with effective promotional packages retain and attract more customers. It is therefore recommended that mobile service operators should incorporate these findings in the formulation of appropriate marketing strategies to attract and maintain existing customers to enable them to make more profit.

Autorentext

Godfred Bugyei Master of Commerce, Beauftragter für Haushalt, Statistik und Beschaffung, Ghanaischer Bildungsdienst

Klappentext

The objective of this study was to assess factors influencing customers' preference towards mobile service providers in Ghana with particular reference to the Mfantseman Municipality. Data for the study was collected using self-administered questionnaire. Data was obtained from 500 customers of mobile service providers in Ghana. Four main factors were identified as key determinants of customers' choice of mobile service operator, namely, branding, service charges, network coverage and promotions. The results of the study concluded that there is a significant relationship between branding, service charges, network coverage, promotional packages and customers' choice of mobile service provider. The findings of the study also revealed that most of the consumers were aware of mobile service operators in Ghana. The study also found that mobile service providers with effective promotional packages retain and attract more customers. It is therefore recommended that mobile service operators should incorporate these findings in the formulation of appropriate marketing strategies to attract and maintain existing customers to enable them to make more profit.