Abstract
The mobile number portability (MNP) innovation in Ghana is expected to benefit consumers, industry players and the society as it is capable of inducing strong switching efficacy and increase competition among mobile network operators in Ghana. However, there is relatively little empirical research on consumer behaviour towards MNP adoption in the Ghana mobile telecom context. This paper attempts to fill this gap by examining consumer behaviour towards MNP in Ghana. Through a cross-sectional survey design involving 736 mobile subscribers from six telecoms in Ghana where MNP policy has recently been introduced, the results indicate that most respondents rated their perception of level of knowledge of MNP and usefulness of MNP low. Moreover, most respondents had unfavourable attitude towards MNP and perceived the porting time as unduly long and slow. Gender and age influenced consumer perception of MNP adoption. The implications of these findings to theory and practitioners have been discussed, limitation are noted and directions for future research are proposed. The paper advances our knowledge in consumer behaviour towards technological innovations in the mobile telecommunication industry in developing countries.
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