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Quality Dimensions, Value, Service Cost and Recommendation Behaviour: Evidence from the Nigerian Cellular Industry

Author

Listed:
  • Abolaji Joachim Abiodun
  • Kenneth Sola Adeyemi
  • Adewale Omotayo Osibanjo

    (Covenant University, Nigeria)

Abstract

The present study proposed and test a model that connects both affective and cognitive factors in cellular service to customers’ recommendation behavior. Results of the analysis of data collected through questionnaire from 293 respondents with cellular phones and active account in the Nigerian cellular industry indicate that core cellular service dimensions, service cost (price) and hedonic values are significant determinants of customers’ recommendation behavior. In addition, the study found that customer service and utilitarian value exert negative effect on recommendation behavior. It seems that strengthening the performance of service providers on core service attributes, service cost (price) and the entertainment and emotion evoking aspects of cellular service is of more value in partnering with customer to enlarge customer base through recommendation.

Suggested Citation

  • Abolaji Joachim Abiodun & Kenneth Sola Adeyemi & Adewale Omotayo Osibanjo, 2014. "Quality Dimensions, Value, Service Cost and Recommendation Behaviour: Evidence from the Nigerian Cellular Industry," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 4(1), pages 139-150.
    • Handle: RePEc:but:ijebfa:v:4:y:2014:i:1:p:139-150
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    Citations

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    Cited by:

    1. J.O. Adewoye & Oni Babatunde Olugbenga, 2018. "Evaluation of the Effects of E-HRM on Customer Deposits in Selected Deposit Money Banks in Nigeria," Noble International Journal of Economics and Financial Research, Noble Academic Publsiher, vol. 3(9), pages 95-105, September.

    More about this item

    Keywords

    quality dimension service cost; recommendation behaviour; hedonic value; utilitarian value; cellular phone; service attribute;
    All these keywords.

    JEL classification:

    • L - Industrial Organization
    • C - Mathematical and Quantitative Methods
    • D - Microeconomics

    Statistics

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