Factors Driving Subscribers Mobile Network Service and Provider Choice: An Exploratory Study from Ghana

Abstract

This study examines the key factors influencing mobile network service and provider choice among 415 subscribers in Ghana. To meet the objectives of this research, an administered questionnaire of a descriptive manner was developed based on thorough review of literature and elicitation interviews. Exploratory data analysis was performed using statistical softwares and the results of the analysis was established on the aims of this research. Factors such as family and friends, network signal strength, low voice and internet rate, moderate cost of services, nationwide coverage, clear and uncongested network, consistent and dependable mobile network were essential to respondents choice in selecting one service provider over other alternatives. Interestingly, the company's brand/participation in charity was among the least considered factors. Respondents chose fast data connectivity and rollover of data bundles as the most crucial factor to consider when switching to a new mobile network provider. Authors recommend that the mobile network providers should invest significantly in technological innovations that provide clear and uncongested network, enhanced coverage, faster data services and have lower call and data charges. Understanding the factors affecting subscribers to choose one service provider over the other can be very beneficial for mobile network service providers to learn more about their subscribers to attain and retain them and potentially contribute to the firm's financial success.