Antecedents of customer loyalty in mobile telecommunication companies in Cameroon

Enow Mbi Tarkang M. M., Yunji R. N., Asongu S., Alola U. V.

Information Development, vol.39, no.2, pp.187-201, 2023 (SSCI) identifier

  • Publication Type: Article / Article
  • Volume: 39 Issue: 2
  • Publication Date: 2023
  • Doi Number: 10.1177/02666669211047624
  • Journal Name: Information Development
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, FRANCIS, Applied Science & Technology Source, CAB Abstracts, Computer & Applied Sciences, Index Islamicus, Information Science and Technology Abstracts, INSPEC, Library and Information Science Abstracts, Library, Information Science & Technology Abstracts (LISTA), Veterinary Science Database
  • Page Numbers: pp.187-201
  • Keywords: assurance, customer loyalty, empathy, reliability, responsiveness, Tangibility
  • Istanbul Gelisim University Affiliated: Yes

Abstract

© The Author(s) 2021.The mobile telecommunication (telecom) sector has become the basic source of information nowadays, especially in Cameroon. It is used to transfer and deliver information through voice, video, data, graphics, and more at perpetually increasing speeds. The quality of mobile services does not only impact the attraction of new customers but also to maintain the existing ones. The study uses relationship marketing theory and a quantitative and cross-sectional method with 200 respondents. Information was obtained from users of MTN and Orange mobile telecommunication networks. The analyses were done using SPSS version 20. Tangibility, reliability, and assurance dimensions of staff service quality showed a positive relationship with customer loyalty in mobile telecom companies in Cameroon. The findings also highlight the influence of service quality dimensions on customer loyalty in the mobile telecom companies of the country.