The paper proposes a model that helps to explain consumer behaviour towards Mobile Number Portability (MNP) policy and the influence of MNP adoption factors on consumer switching intention process in the telecommunication industry. The proposed model was tested using data from a cross-section of 736 subscribers of six global companies in Ghana's mobile telecommunication industry, where MNP has been introduced. The findings indicate that MNP adoption can positively influence consumer switching. The effects of MNP adoption on switching intention is realised through three main channels; directly through MNP-induced self-efficacy (or switching efficacy) and indirectly through perceived switching costs and attitude towards switching. The proposed model helps explain about 50% of switching intention. The paper discusses implications of the findings to marketing theory and practice and provides directions for future research. The paper advances our knowledge in the impact of government/industrial policy on consumer behaviour in marketing.
The paper explores the relationship between customer dissatisfaction/satisfaction and complaining responses among bank customers in Ghana banking industry. The study was a cross-sectional survey that used a self-administered structured questionnaire to collect primary data from 448 customers from ten selected banks in Ghana. The findings are that, though dissatisfaction causes customer complaining, dissatisfaction was more prevalent among non-complainers than complainers. Again, frequency of complaining is more likely to increase overall satisfaction if managed effectively. The most likely to be used complaining responses are complaining in person and refraining from using the bank's services, while the least likely to be used complaining responses are complaining to the mass media and consumer associations. Moreover, public bank customers are more likely to complain by refraining from using the bank's services and warning family and friends than private bank customers do. There was significant correlation between complaining responses and frequency of complaining, and between complaining responses and overall satisfaction. Theoretical and managerial implications are discussed. In spite of its limitations, the paper contributes to the body of knowledge in the area of consumer complaining behaviour in banking industry in emerging economies.
This article seeks to explore factors responsible for the adoption of online marketing by second hand (used) car dealers to sellers in Ghana. A conceptual framework was adopted from the extant literature using the Technology Acceptance Model as a theoretical base. This article adopts a quantitative research approach. Data for the study was obtained from 60 second hand car sellers through a self-administered questionnaire. Findings from this study revealed that factors responsible for online marketing adoption by second hand car dealers in Ghana are: perceived usefulness (marketing online, customer demand and increase productivity; ease of use (ability to upload pictures, interaction with clients, and online vehicles sales) of the platform. The study however, found no significant relationship between IT knowledge of the owner/manager, age of business and adoption of the online technology. This article highlights the importance of technology adoption in business among SMEs from technologically disadvantaged market.
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