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Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link?

Author

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  • Eric Yeboah-Asiamah
  • Bedman Narteh
  • Mahmoud Abdulai Mahmoud

Abstract

The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.

Suggested Citation

  • Eric Yeboah-Asiamah & Bedman Narteh & Mahmoud Abdulai Mahmoud, 2018. "Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link?," Journal of African Business, Taylor & Francis Journals, vol. 19(2), pages 174-194, April.
    • Handle: RePEc:taf:wjabxx:v:19:y:2018:i:2:p:174-194
    DOI: 10.1080/15228916.2018.1440462
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    Cited by:

    1. Emmanuel Kofi Penney & James Agyei & Eric Kofi Boadi & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Understanding Factors That Influence Consumer Intention to Use Mobile Money Services: An Application of UTAUT2 With Perceived Risk and Trust," SAGE Open, , vol. 11(3), pages 21582440211, June.

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