Antecedents of customer loyalty in mobile telecommunication companies in Cameroon. (June 2023)

• Record Type: Journal Article
• Authors: Tarkang, Marymagdaline Enowmbi; Yunji, Ruth N; Asongu, Simplice; Alola, Uju Violet
• Is Part Of: Information development. Volume 39:Number 2(2023)
• Page Start: 187
• Page End: 201
• Publication Date: 2023-06
• Subjects: Tangibility -- reliability -- empathy -- responsiveness -- assurance -- customer loyalty; Library science -- Periodicals; Information science -- Periodicals; 020.5
• DOI: 10.1177/02666669211047624
• Languages: English
• ISSNs: 0266-6669

Abstract

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.