Factors Driving Subscribers Mobile Network Service and Provider Choice: An Exploratory Study from Ghana

Mavis Agyapomah Baafi ,Xiaotong Jiang

doi:10.7176/jmcr/66-04

Abstract

This study examines the key factors influencing mobile network service and provider choice among 415 subscribers in Ghana. To meet the objectives of this research, an administered questionnaire of a descriptive manner was developed based on thorough review of literature and elicitation interviews. Exploratory data analysis was performed using statistical softwares and the results of the analysis was established on the aims of this research. Factors such as family and friends, network signal strength, low voice and internet rate, moderate cost of services, nationwide coverage, clear and uncongested network, consistent and dependable mobile network were essential to respondents choice in selecting one service provider over other alternatives. Interestingly, the company’s brand/participation in charity was among the least considered factors. Respondents chose fast data connectivity and rollover of data bundles as the most crucial factor to consider when switching to a new mobile network provider. Authors recommend that the mobile network providers should invest significantly in technological innovations that provide clear and uncongested network, enhanced coverage, faster data services and have lower call and data charges. Understanding the factors affecting subscribers to choose one service provider over the other can be very beneficial for mobile network service providers to learn more about their subscribers to attain and retain them and potentially contribute to the firm’s financial success. Keywords: mobile network service, mobile network service provider, subscriber’s choice, Ghana DOI: 10.7176/JMCR/66-04 Publication date: March 31 st 2020

Highlights

There has been rapid advancement in technology, along with a surge in mobile devices penetration in recent years
Mobile service providers face a lot of challenges in their chase for success and survival in their competition, labor force, government policies, and uncertain financial setting
To be equipped to face these problems, mobile network service providers must identify all the trends and development happening in the industry, especially about subscribers

Summary

Introduction

There has been rapid advancement in technology, along with a surge in mobile devices penetration in recent years. At the end of 2020, mobile phone subscriptions across the globe was forecasted to reach 5.7 billion, according to Statista (Note 1). Most countries have opened up the telecommunication industry by allowing more players to get involved in the mobile phone service sector. The emergence of mobile telephony in Africa has been essential in promoting telecommunication services, which has helped in the increase in the number of telecommunication users. Factors such as demand, sector reforms, licensing and emergence of investors have enabled mobile phone usage to rise. According to Statista (Note 2), mobile subscriber numbers in Ghana have increased rapidly from 1.7 million in 2004 to 36.75 million in 2017 to 40.93 million in 2018

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