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Factors Affecting Consumer Choice Of Multiple Mobile Services

Author

Listed:
  • Solomon A. Keelson

Abstract

This paper examines student selection of mobile phone services. The research used a quantitative methodology. The author surveyed some 500 University and Polytechnic students in Ghana and finds that the basic reason for changing phone servers is reliability and cost savings. The author also finds that reference group influence, social reputation and regular contact with others were also influential factors.

Suggested Citation

  • Solomon A. Keelson, 2012. "Factors Affecting Consumer Choice Of Multiple Mobile Services," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 59-67.
    • Handle: RePEc:ibf:gjbres:v:6:y:2012:i:4:p:59-67
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    File URL: http://www.theibfr2.com/RePEc/ibf/gjbres/gjbr-v6n4-2012/GJBR-V6N4-2012-5.pdf
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    References listed on IDEAS

    as
    1. Gerstheimer, Oliver & Lupp, Christian, 2004. "Needs versus technology--the challenge to design third-generation mobile applications," Journal of Business Research, Elsevier, vol. 57(12), pages 1409-1415, December.
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    Cited by:

    1. Mahfuzur Rahman & Mohamed Albaity & Billah Maruf, 2017. "The Role of Religiosity on the Relationship Between Materialism and Fashion Clothing Consumption Among Malaysian Generation Y Consumers," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 132(2), pages 757-783, June.
    2. Mvele, Sigismond Hervey & Mengue, Larissa Ango & Ekome Ekane, Guy Christol, 2019. "Multiple subscriptions to mobile networks and consumer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 375-381.

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    More about this item

    Keywords

    Tertiary Students; Multiple Services; Mobile Phone; Service Operators;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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