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

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  • Joseph Mbawuni
  • Simon Gyasi Nimako

Abstract

This paper examines the extent to which service use experience, commitment and perceived positive corporate reputation affect loyalty behaviour of dissatisfied stayers in mobile telephony context. Drawing on relationship marketing and switching behaviour literature a conceptual framework was developed and tested using partial least square structural equation modelling. The proposed model was validated with data from 736 subscribers of six global providers of telecommunication services. Results show that commitment and corporate reputation have significantly positive influence on the loyalty of dissatisfied stayers. Generally, the present study confirms existing marketing literature that dissatisfied customers may not necessarily switch while making unique contribution on the influence of corporate reputation as a switching barrier for dissatisfied customers. The managerial and theoretical implications are discussed.

Suggested Citation

  • Joseph Mbawuni & Simon Gyasi Nimako, 2016. "Why Dissatisfied Mobile Subscribers Stay: Role of Service Use Experience, Commitment and Corporate Reputation," International Business Research, Canadian Center of Science and Education, vol. 9(6), pages 112-119, June.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:6:p:112-119
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    References listed on IDEAS

    as
    1. Simon Gyasi Nimako & Benjamin Aggrey Ntim, 2015. "Modelling the antecedents and consequence of consumer switching behaviour in Ghanaian mobile telecommunication industry," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 7(1), pages 37-75.
    2. Seo, DongBack & Ranganathan, C. & Babad, Yair, 0. "Two-level model of customer retention in the US mobile telecommunications service market," Telecommunications Policy, Elsevier, vol. 32(3-4), pages 182-196, April.
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    Citations

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    Cited by:

    1. Mira Thoumy & Elie Abdallah, 2017. "Switching costs impact on customer retention in telecommunication," Competition and Regulation in Network Industries, , vol. 18(3-4), pages 198-216, September.
    2. Pamela Liana & Jan-Erik Jaensson & Goodluck Mmari, 2023. "Service quality dimensions as predictors of customer loyalty in mobile payment services: moderating effect of gender," Future Business Journal, Springer, vol. 9(1), pages 1-15, December.

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    More about this item

    Keywords

    dissatisfaction; stayers; switching; switching barrier; telecommunication;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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