IDEAS home Printed from https://ideas.repec.org/a/vrs/ijomae/v48y2015i1p63-83n4.html
   My bibliography  Save this article

An Analytic Hierarchy Process Analysis: Application to Subscriber Retention Decisions in the Nigerian Mobile Telecommunications

Author

Listed:
  • Adebiyi Sulaimon Olanrewaju

    (Department of Business Administration, Fountain University, Osogbo, Nigeria)

  • Oyatoye Emmanuel Olateju

    (Department of Business Administration, University of Lagos, Nigeria)

  • Kuye Owolabi Lateef

    (Deprtment of Business Administration, University of Lagos, Nigeria)

Abstract

The introduction of mobile number portability (MNP) in the Nigerian telecommunications industry has brought a new challenge for mobile operators. This study investigates the use of Analytic Hierarchy Process (AHP) in customer retention decisions in the Nigerian telecommunication industry using a cross-sectional survey design. Primary data were obtained through questionnaires administered to 480 mobile telecommunications subscribers in six tertiary institutions located in Lagos State, Nigeria. These educational institutions were chosen using a multistage sampling technique. Of 438 questionnaires received from subscribers, 408 were valid. Based on this sample data an AHP model was built to assess the determinants of customer retention decisions. Next, eigen values, an eigen vector and maximum lambda (λMax) were obtained using the AHP analysis for the matrices. This analysis shows that customers considered call quality as the important in the retention decision. We conclude that AHP is a meaningful tool for determining what motivates retention decisions, that can help network operators formulate effective customer retention strategies.

Suggested Citation

  • Adebiyi Sulaimon Olanrewaju & Oyatoye Emmanuel Olateju & Kuye Owolabi Lateef, 2015. "An Analytic Hierarchy Process Analysis: Application to Subscriber Retention Decisions in the Nigerian Mobile Telecommunications," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 48(1), pages 63-83, December.
  • Handle: RePEc:vrs:ijomae:v:48:y:2015:i:1:p:63-83:n:4
    DOI: 10.1515/ijme-2015-0035
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/ijme-2015-0035
    Download Restriction: no

    File URL: https://libkey.io/10.1515/ijme-2015-0035?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    2. Olaolu J. Oluwafemi & Emmanuel Olateju Oyatoye, 2012. "Corporate social responsibility: are firms in Nigeria actually giving back or giving away?," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 5(1/2), pages 116-129.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    2. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    3. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    4. Jae-Woong Jeong & Heon-Hwi Lee & Hun Park, 2022. "A Study on the Effect of Knowledge Services on Organizational Performances Based on the Concept of Balanced Scorecards for the Sustainable Growth of Firms: Evidence from South Korea," Sustainability, MDPI, vol. 14(19), pages 1-19, October.
    5. Lopes Luisa & Mangini Eduardo & Esteves Salete, 2024. "The Role of Value Co-Creation, Delight and Satisfaction on Tourism Loyalty: An Empirical Study in Hospitality," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 14(2), pages 214-230.
    6. Martijn G. de Jong & Jan-Benedict E. M. Steenkamp & Bernard P. Veldkamp, 2009. "A Model for the Construction of Country-Specific Yet Internationally Comparable Short-Form Marketing Scales," Marketing Science, INFORMS, vol. 28(4), pages 674-689, 07-08.
    7. Mercedes Esteban-Bravo & Jose M. Vidal-Sanz & Gökhan Yildirim, 2014. "Valuing Customer Portfolios with Endogenous Mass and Direct Marketing Interventions Using a Stochastic Dynamic Programming Decomposition," Marketing Science, INFORMS, vol. 33(5), pages 621-640, September.
    8. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    9. Antioco, Michael & Coussement, Kristof, 2018. "Misreading of consumer dissatisfaction in online product reviews: Writing style as a cause for bias," International Journal of Information Management, Elsevier, vol. 38(1), pages 301-310.
    10. Eriksson, Kent & Hermansson, Cecilia & Segerlind, Carin, 2025. "Customer Satisfaction and Revenue: Exploring Variations by Satisfaction Level and Revenue Contribution," Working Paper Series 25/1, Royal Institute of Technology, Department of Real Estate and Construction Management & Banking and Finance.
    11. Tomczyk, Przemysław & Doligalski, Tymoteusz & Zaborek, Piotr, 2016. "Does customer analysis affect firm performance? Quantitative evidence from the Polish insurance market," Journal of Business Research, Elsevier, vol. 69(9), pages 3652-3658.
    12. R. Ferrentino & C. Boniello, 2020. "Customer satisfaction: a mathematical framework for its analysis and its measurement," Computational Management Science, Springer, vol. 17(1), pages 23-45, January.
    13. Zhang, Hao & Liang, Xiaoning & Wang, Shiquan, 2016. "Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy," Journal of Business Research, Elsevier, vol. 69(9), pages 3725-3730.
    14. Sven Baehre & Michele O’Dwyer & Lisa O’Malley & Nick Lee, 2022. "The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 67-84, January.
    15. Sharan Jagpal & Feihong Xia, 2019. "Coordinating Marketing and Production with Asymmetric Costs: Theory and Estimation," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(1), pages 1-12, June.
    16. Wolter, Jeremy S. & Bock, Dora & Smith, Jeffery S. & Cronin, J. Joseph, 2017. "Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification," Journal of Retailing, Elsevier, vol. 93(4), pages 458-476.
    17. Steven M. Shugan, 2007. "—Causality, Unintended Consequences and Deducing Shared Causes," Marketing Science, INFORMS, vol. 26(6), pages 731-741, 11-12.
    18. Dragin Aleksandra & Lazarević Aleksandra & Mijatov Maja, 2018. "The Position of Tourist Escorts in Serbia," Economic Themes, Sciendo, vol. 56(2), pages 203-220, June.
    19. Li, Guowen & Wang, Shuai & Feng, Yuyao, 2024. "Making differences work: Financial fraud detection based on multi-subject perceptions," Emerging Markets Review, Elsevier, vol. 60(C).
    20. Xing Aijing & Nobuhiko Terui & P.K.Kannan, 2016. "How customer satisfaction affects loyalty: Insights from nonlinear hierarchical Bayes modeling of customer satisfaction index," TMARG Discussion Papers 124, Graduate School of Economics and Management, Tohoku University.

    More about this item

    Keywords

    analytic hierarchy process; mobile number portability; retention management; telecommunication; marketing strategies;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:ijomae:v:48:y:2015:i:1:p:63-83:n:4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sgh.waw.pl/kgs/en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.