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

• Autorzy: Sulaimon Olanrewaju Adebiyi , Emmanuel Olateju Oyatoye , Owolabi Lateef Kuye
• Języki publikacji: EN

Abstrakty

EN

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. (original abstract)

Słowa kluczowe

EN

Marketing strategy; Telecommunication; Mobile phone

PL

Strategia marketingowa; Telekomunikacja; Telefonia komórkowa

• Czasopismo: International Journal of Management and Economics
• Rocznik: 2015
• Numer: nr 48
• Strony: 63--83

Twórcy

autor

Sulaimon Olanrewaju Adebiyi

• Fountain University, Osogbo, Nigeria

autor

Emmanuel Olateju Oyatoye

• University of Lagos, Nigeria

autor

Owolabi Lateef Kuye

• University of Lagos, Nigeria

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