Exploring customer loyalty in the South African mobile telecommunications sector

Moderating effect of government regulations on the determinants of customer loyalty for cellular service providers in Pakistan

“…According to Baron and Kenny (1986), moderating variables are established in a situation where an irregular / inconsistent relationship exists between a predictor and a criterion variable. Past studies provide inconsistent results for the relationship between perceived service quality, sales promotion, and perceived CSR (Chang & Yeh, 2017;Morgan & Govender, 2017;Santini, Vieira, Sampaio, & Perin, 2016;Sindhu & Arif, 2017). Hence, this study, keeping in view the scarcity of existing literature on the moderating role of government regulations on the relationship between perceived service quality, sales promotions and perceived CSR of the firm and customer loyalty, proposes the following hypotheses:…”

“…Similarly, Kaur and Soch (2012) and Morgan and Govender (2017) argued that considering the severe competition and high acquisition costs, the most effective marketing strategy in the cellular service sector is retaining current customers by heightening their loyalty. Since cellular markets are becoming saturated and have matured worldwide with high penetration rates, new customer acquisition has become more difficult and expensive (Jeng & Bailey, 2012).…”

“…Past studies revealed that perceived service quality, sales promotions, and perceived CSR are important direct determinants of customer loyalty (Asiamah, Quaye, & Nimako, 2016;Chang & Yeh, 2017;Kiran & Diljit, 2017;Makanyeza & Chikazhe, 2017;Morgan & Govender, 2017). However, there is a lack of empirical research into the impact of these determinants on customer loyalty despite the fact that the Pakistani cellular sector heavily relies on improvement in service quality, sales promotions and corporate social responsibility as tools to engage customers in continued patronage and generation of loyalty (Bhatti, 2007;Chattha, Naqi, & Haroon, 2016;R.…”

“…Past studies conducted in Pakistani (Ahmad, Hussain, & Rajput, 2015;Butt & de Run, 2009;Danish, Ahmad, Ateeq, Ali, & Humayon, 2015;M. A. Khan, 2010) and non-Pakistani settings (Hafez & Akther, 2017;Morgan & Govender, 2017) have also used a similar sampling technique for studying the determinants of customer loyalty in the cellular services sector. A total of 384 questionnaires were returned recording a response rate of 64%, which is comparable to the response rates of past studies in the cellular service sector of Pakistan (Iqbal & Shah, 2016;Rasool, Kiyani, Siali, Ting, & Shakur, 2017).…”

Supporting Ghanaian micro-entrepreneurships: the role of mobile technology

“…Mobile phones are used by individuals and businesses for a variety of purposes, including checking stocks and the prices of produce (PEW Research Center, 2015) and there is a relationship between access to networks and benefits and technology acceptance, especially by users such as entrepreneurs (Acheampong and Esposito, 2014). Smartphones, particularly thanks to their software-based operating systems, also provide a platform that facilitates the day-to-day activities of their users, for example in sending messages, reviewing prices, sending and receiving money, and advertising for products and services (Morgan and Govender, 2016).…”