Why Dissatisfied Mobile Subscribers Stay: Role of Service Use Experience, Commitment and Corporate Reputation

Mbawuni, Joseph; Nimako, Simon Gyasi

doi:10.5539/ibr.v9n6p112

Cited by 3 publications

(3 citation statements)

References 23 publications

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“…A strong relationship is demonstrated by a set of behavioral indicators that reflect relationship firmness, magnitude, value and interactivity between customers and their service providers that evolve over time. Relationship strength is a multifaceted construct that are typically summarized by relationship dimensions including length (i.e., age; Wong et al, 2018), depth (i.e., frequency and use intensity; Dagger et al, 2009), and width (range of purchased services; Mbawuni and Nimako, 2016). Though relationship strength has long been recognized in relationship marketing research (Storbacka et al, 1994), the majority of studies operationalized relationship quality as the only determinant of relational outcomes while the few published studies on relationship strength were exceedingly focused on B2B service contexts (Barry et al, 2008), presumably due to the limited sets of customers and the availability of dedicated account managers when compared to B2C relationships.…”

Section: Relationship Strength In Bankingmentioning

confidence: 99%

Customer Relationships in Banking: Does relationship strength influence relationship quality and outcomes?

Al-Wugayan¹

2020

SBE

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This study investigates how customer-bank relationship strength dimensions, reflected by relationship length, depth and width, influence the associations between customer-perceived relationship quality and relational outcomes in retail bank service industry. To date, it’s still unclear whether relationship strength could contribute to, or detract from, customer relationship quality and outcome. A total of 2,029 bank customers in Kuwait are surveyed and data collected is analyzed using PLS-SEM modeling to validate the proposed conceptual framework followed by Multi-Group Analysis to test study hypotheses. Obtained findings show that the linkages between relationship quality components (satisfaction, trust and commitment) and relational outcomes (loyalty and Word-of-Mouth) are affected by the level of relationship length and depth, while relationship width only influenced the association between satisfaction and relational quality. The inclusion of relationship strength that represents past customer behavior provides a more accurate and comprehensive view of the dynamics of the interrelationship between key antecedents and consequences of relationship marketing in the retail banking industry.

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Section: Relationship Strength In Bankingmentioning

confidence: 99%

Customer Relationships in Banking: Does relationship strength influence relationship quality and outcomes?

Al-Wugayan¹

2020

SBE

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“…A precise estimation of the switching costs is imperative for the setting of corporate strategies and regulatory policies since it has a fundamental impact on consumers’ behavior especially in competitive markets. Marketers and managers can intensify the retention of dissatisfied customers by increasing the switching costs and the positive reputation of the company (Eberle, Milan, & de Matos, 2016; Mbawuni and Nimako, 2016; Zhu et al, 2011).…”

Section: Introductionmentioning

confidence: 99%

“…There are two main reasons that keep dissatisfied customers from switching to another service provider in the telecommunication industry and in B2B businesses, the first reason is high switching costs as perceived by customers and the second reason is the high positive reputation of their current provider; therefore, marketers and managers can intensify the retention of dissatisfied customers by increasing the switching costs and the positive reputation of the company (Eberle et al, 2016; Mbawni and Nimako, 2016).…”

Section: Introductionmentioning

confidence: 99%

Switching costs impact on customer retention in telecommunication

Thoumy

Abdallah

2017

Competition and Regulation in Network Industries

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Purpose: The purpose of this article is to assess the switching costs impact on the customer retention in the Lebanese telecommunication industry. Design/methodology/approach: Based on previous literature around customer retention and switching costs, a qualitative survey was conducted on one of the two operators managing the telecommunication market in Lebanon. Focus groups were organized to capture the point of view and perspective of top managers of the operator, results were then coded, and analyzed. Findings: Due to the current duopoly and status quo of the Lebanese telecommunication market, owned completely by the government and managed by two operators sharing the market equally and offering nearly the same portfolio, technologies and network coverage, the switching costs include only the time and effort needed to switch to the other operator, the financial fees to be paid upon buying a new subscription, the attachment to mobile number, and the relational loss from breaking bond with the current provider. Research limitations/implications: Focus group sessions were conducted with managers of one of the two telecom operators in Lebanon, and it might be relevant to interview the managers of the other operator as well. This topic was tackled from the provider’s point of view; it would be interesting to check the customers’ point of view. Practical implications: Managers in the Lebanese telecommunication industry can prepare marketing strategies including customer retention programs and well-designed switching costs to protect and increase their market share once this sector induces more competition either with the introduction of the number portability service or with the privatization of this sector in Lebanon. Originality/value: The customer retention and switching costs constructs are not yet studied in the Lebanese telecommunication market, and also due to the saturation in this industry, customer retention is becoming an imperative topic to all operators in this business.

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Service quality dimensions as predictors of customer loyalty in mobile payment services: moderating effect of gender

Liana,

Jaensson,

Mmari

2023

Futur Bus J

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The changes in market dynamics, customer-to-customer interactions, and the use of artificial intelligence have created a great concern among marketers in understanding customer behaviours such as customer loyalty. Policymakers account for the provision of quality service in terms of subscription numbers. However, little explains the impacts of these dynamics. Drawing up the service quality model, theory of planned behaviour (TPB) and customer loyalty model, the study examined the influence of service quality, technical quality (TQ), functional quality (FQ), and reputational quality (RQ) on customer loyalty (CL). Specifically, the study focuses on moderating gender differences to enhance robustness. Data were collected from 379 respondents and analysed using structural equation modelling (SEM) with smart PLS (partial least square). The results suggested that customer assessment of reputational quality was vital in m-payment services for both males and females. Female customers depicted a more significant positive relationship than male customers, meaning the former are more loyal than the latter. Technical quality negatively influences attitudinal customer loyalty, while functional quality affects behavioural loyalty. The study contributes towards understanding the role of the dimensions of service quality (dSQ), customer loyalty and gender differences. Theoretically, the foundation of this research adds up to the consideration of the moderation effect of gender and their differential assessment of technical and functional quality as predictors of customer loyalty. Implication to managers is improving marketing strategies, and policymakers provide a more enabling environment for m-payment service.

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Why Dissatisfied Mobile Subscribers Stay: Role of Service Use Experience, Commitment and Corporate Reputation

Cited by 3 publications

References 23 publications

Customer Relationships in Banking: Does relationship strength influence relationship quality and outcomes?

Customer Relationships in Banking: Does relationship strength influence relationship quality and outcomes?

Switching costs impact on customer retention in telecommunication

Service quality dimensions as predictors of customer loyalty in mobile payment services: moderating effect of gender

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