IDEAS home Printed from https://ideas.repec.org/a/rnd/arjebs/v13y2021i2p34-44.html
   My bibliography  Save this article

Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana

Author

Listed:
  • Michael Boakye Yiadom
  • Madéle Tait

Abstract

Delivering a great customer experience is of paramount importance for any organization. The better experience customers have regarding the organization’s products, or brands, the more repeat purchases and positive reviews they will receive. This paper explores the mobile mix as an integrated approach to facilitate a positive customer experience. A total of 415 respondents were selected and completed the survey through stratification and convenient sampling from10 regions. The study adopted a positivistic paradigm and followed a quantitative research approach. The SPSS Amos 25 was utilized to analyze the collected data. The empirical results revealed that the mobile service mix has a significant positive influence and relationship with customer experiences. This paper provides relevant and practical recommendations that could increase positive customer experiences in the mobile industry.

Suggested Citation

  • Michael Boakye Yiadom & Madéle Tait, 2021. "Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 13(2), pages 34-44.
    • Handle: RePEc:rnd:arjebs:v:13:y:2021:i:2:p:34-44
    DOI: 10.22610/jebs.v13i2(J).3181
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/3181/2010
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/3181
    Download Restriction: no
    File URL: https://libkey.io/10.22610/jebs.v13i2(J).3181?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Trifu, Andreea, 2021. "How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Keiningham, Timothy & Aksoy, Lerzan & Bruce, Helen L. & Cadet, Fabienne & Clennell, Natasha & Hodgkinson, Ian R. & Kearney, Treasa, 2020. "Customer experience driven business model innovation," Journal of Business Research, Elsevier, vol. 116(C), pages 431-440.
    3. Siiri Same, 2014. "Experience Marketing in Country Branding: Theoretical Developments and an Estonian Case Study," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(1).
    4. Gita Sugiyarti & Gita Sugiyarti & Hendar, 2017. "Experiential Marketing Creative Antecedence for Success of Brand Loyalty (A Study on the Users of Perfume for Body in Indonesia)," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 529-536.
    5. Dainora Grundey, 2008. "Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 11(29), pages 133-151, (3).
    6. Gao, Wei & Fan, Hua & Li, Wenqian & Wang, Huiling, 2021. "Crafting the customer experience in omnichannel contexts: The role of channel integration," Journal of Business Research, Elsevier, vol. 126(C), pages 12-22.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dr Michael Boakye Yiadom & Madéle Tait, 2022. "Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning," Information Management and Business Review, AMH International, vol. 14(1), pages 1-15.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dr Michael Boakye Yiadom & Madéle Tait, 2022. "Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning," Information Management and Business Review, AMH International, vol. 14(1), pages 1-15.
    2. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    3. Mohammad Iranmanesh & Kavigtha Mohan Kumar & Behzad Foroughi & Reza Kian Mavi & Ng Hui Min, 2021. "The impacts of organizational structure on operational performance through innovation capability: innovative culture as moderator," Review of Managerial Science, Springer, vol. 15(7), pages 1885-1911, October.
    4. Limeng Chai & Yicheng Wang, 2022. "Exploring the Sustainable Usage Intention of BOPS: A Perspective of Channel Integration Quality," Sustainability, MDPI, vol. 14(21), pages 1-16, October.
    5. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    6. Dolores Gallardo-Vázquez, 2023. "Attributes influencing responsible tourism consumer choices: Sustainable local food and drink, health-related services, and entertainment," Oeconomia Copernicana, Institute of Economic Research, vol. 14(2), pages 645-686, June.
    7. Liping Liu & Lichuan Cui & Qian Han & Chunyu Zhang, 2024. "The impact of digital capabilities and dynamic capabilities on business model innovation: the moderating effect of organizational inertia," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    8. Fan, Hua & Gao, Wei & Han, Bing, 2023. "Are AI chatbots a cure-all? The relative effectiveness of chatbot ambidexterity in crafting hedonic and cognitive smart experiences," Journal of Business Research, Elsevier, vol. 156(C).
    9. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Jyro B. Triviño, 2024. "Role of human resources in memorable customer experience," SN Business & Economics, Springer, vol. 4(1), pages 1-15, January.
    11. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    12. Radia, Karan Nilesh & Purohit, Sonal & Desai, Shachi & Nenavani, Jitendra, 2022. "Psychological comfort in service relationships: A mixed-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    13. Yin, Chin-Ching & Chiu, Hung-Chang & Hsieh, Yi-Ching & Kuo, Chia-Yu, 2022. "How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    14. Uzir, Md Uzir Hossain & Al Halbusi, Hussam & Lim, Rodney & Jerin, Ishraq & Abdul Hamid, Abu Bakar & Ramayah, Thurasamy & Haque, Ahasanul, 2021. "Applied Artificial Intelligence and user satisfaction: Smartwatch usage for healthcare in Bangladesh during COVID-19," Technology in Society, Elsevier, vol. 67(C).
    15. Ologunebi, John, 2023. "An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark," MPRA Paper 119040, University Library of Munich, Germany.
    16. Sykora, Martin & Elayan, Suzanne & Hodgkinson, Ian R. & Jackson, Thomas W. & West, Andrew, 2022. "The power of emotions: Leveraging user generated content for customer experience management," Journal of Business Research, Elsevier, vol. 144(C), pages 997-1006.
    17. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    18. Li, Xi & Dahana, Wirawan Dony & Ye, Qiongwei & Peng, Luluo & Zhou, Jiaying, 2021. "How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    19. Ruchi Mishra & Rajesh Kr Singh & Venkatesh Mani, 2023. "A hybrid multi criteria decision-making framework to facilitate omnichannel adoption in logistics: an empirical case study," Annals of Operations Research, Springer, vol. 326(2), pages 685-719, July.
    20. Hongfan Zhang & Qurat Ul Ainn & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2022. "Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?," Sustainability, MDPI, vol. 14(19), pages 1-16, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjebs:v:13:y:2021:i:2:p:34-44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jebs .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.