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Mobile money and consumer loyalty in Cameroon: From the SMS war to the price war
[Mobile money et fidélisation des consommateurs au Cameroun: de la guerre des SMS à la guerre des prix]

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  • Patrick-Hervé Mbouombouo Mfossa

    (CCAM - Centre Congolais Allemand de Microfinance - UPC - Université protestante au Congo)

Abstract

The conquest and retention of customers are at the heart of the strategic choices made by the three major companies competing for the Cameroonian mobile money market. Beyond extensive national marketing campaigns, this battle also goes on through SMS whose explicit and latent contents may sometimes refer to different realities likely to push customers towards competition. The purpose of this paper is to test this hypothesis from a content analysis of the SMS from Orange Cameroon to its clients on 31/07/2017, in with reference to the rates for its mobile money services (Orange Money).

Suggested Citation

  • Patrick-Hervé Mbouombouo Mfossa, 2017. "Mobile money and consumer loyalty in Cameroon: From the SMS war to the price war [Mobile money et fidélisation des consommateurs au Cameroun: de la guerre des SMS à la guerre des prix]," Working Papers hal-01903067, HAL.
    • Handle: RePEc:hal:wpaper:hal-01903067
    Note: View the original document on HAL open archive server: https://auf.hal.science/hal-01903067
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    Keywords

    Consumer protection; Content analysis; Mobile money; Pricing plan; Protection des consommateurs; Analyse de contenu; Plan tarifaire;
    All these keywords.

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