Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link?

Author: 
Yeboah-Asiamah, Eric
Responsibility: 
Narteh, Bedman, jt. author
Mahmoud, Mahmoud Abdulai, jt. author
Place: 
Oxon
Publisher: 
Taylor & Francis Group
Date published: 
2018
Record type: 
Journal Title: 
Journal of African Business
Source: 
Journal of African Business Vol 19 No 2 May 2018 pp. 174-194
Abstract: 

The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.

Language: 

CITATION: Yeboah-Asiamah, Eric. Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link? . Oxon : Taylor & Francis Group , 2018. Journal of African Business Vol 19 No 2 May 2018 pp. 174-194 - Available at: http://library.africa-union.org/preventing-customer-churn-mobile-telecommunication-industry-mobile-money-usage-missing-link

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