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Multiple subscriptions to mobile networks and consumer satisfaction

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  • Mvele, Sigismond Hervey
  • Mengue, Larissa Ango
  • Ekome Ekane, Guy Christol

Abstract

The objective of this study is to analyze the determinants of the use of several telecommunication networks on the satisfaction of subscribers in Cameroon. To achieve this goal, a dual approach is adopted. Firstly, a mobilization of the different theories concerned within the framework of this study is carried out in order to expose the hypotheses of research. The second step is the organization and use of field survey data to test the assumptions made. At the end of the study, the Generalized Poisson model reveals that the individual's entourage, network problems, the use of promotional offers and the characteristics of the networks exert a significant influence on the multiple subscriptions. Moreover, gender, the age of the individual and his level of education are also significant. In addition, the ordered Simultaneous Bivariate Probit model indicates that multiple subscriptions improves individual's satisfaction. Indeed, as the number of networks used increases, there is an improvement in overall satisfaction, although the addition of a fourth network is a saturation point for individuals.

Suggested Citation

  • Mvele, Sigismond Hervey & Mengue, Larissa Ango & Ekome Ekane, Guy Christol, 2019. "Multiple subscriptions to mobile networks and consumer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 375-381.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:375-381
    DOI: 10.1016/j.jretconser.2018.12.009
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    References listed on IDEAS

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    More about this item

    Keywords

    Telecommunication networks; Multiple subscriptions; Satisfaction;
    All these keywords.

    JEL classification:

    • B21 - Schools of Economic Thought and Methodology - - History of Economic Thought since 1925 - - - Microeconomics
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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