Analysis of Customers Acquisition Behaviour of Multiple SIM Networks Among University Lecturers in Southeast Nigeria

Abstract

As the voice-service-market of mobile telecommunication providers fast reaches its saturation amidst increasing competition, its revenue potential to telecom providers continue to decline. Therefore, understanding consumers use behavior portends important strategic consideration for customer acquisition and retention for telecom operators. This study seeks to empirically determine the factors that influence the acquisition of multiple GSM networks by university lecturers in Southeastern universities in Nigeria. Data were generated from a sample of 301 respondents. Three hypotheses were stated and tested using Analysis of variance (ANOVA). The result shows positive relationships between income, social affinity networks, and brand image and consumer acquisition of multi SIM networks. It is therefore, recommended that income, social affinity, and brand image be used as strategic marketing tools to attract customers to acquire a particular network.