Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD further light following mobile number portability introduction in July 2011. Instead, “tangibility”, “empathy”, “assurance”, and “responsiveness” were more important and since customers perceived MTN to be engaging in them, majority stuck with the company over the long haul. In addition, the high switching cost associated with number change in Ghana, in the absence of mobile phone number portability could be a possible reason for customers to stick with MTN. The study further revealed that “responsiveness” and “empathy” are the variables that had significant relationships with retention of MTN’s customers. The remaining variables, “tangibility”, “reliability”, and “assurance did not have any significant relationship with customer retention. Thus, the alternative hypotheses that “tangibility”, “reliability”, and “assurance” play significant positive influences on customer retention are rejected. Instead, the study revealed that “responsiveness” and “empathy” have significant positive influence on customer retention with “empathy” having the strongest positive influence. Thus, if MTN wants to continue in its activities to retain customers it should invest more in providing empathetic and responsive services. However, since customer retention alone cannot ensure business survival and growth, MTN needs to do more to recruit new customers. Perhaps this may be possible by looking and investing in the other service quality factors such as “tangibility”, “reliability” and “assurance” in order to remain competitive. Selected references* Ahmad, R. and F. Buttle (2003), “Customer Retention Management: A Reflection of Theory and Practice”, Journal of Marketing Intelligence and Planning, Vol.20, No. 3, pp. 149-161. Asubonteng, P. K., J. Mccleary and J. E. Swan (1996), “SERVQUAL Revisited: A Critical Review of Service Quality”, Journal of Services Marketing, Vol.10, No. 6, pp.62-81. Aspinall, E., C. Nancarrow and M. Stone (2001), “The Meaning and Measurement of Customer Retention”, Journal of Targeting Measurement and Analysis for Marketing Vol. 10 No.1, pp.79-87. Atafori, A.K. (2006), “Ghana Achieves 20% Teledensity Target 6 years Ahead of Schedule”, www.the statesmanonline.com(accessed Fri, Oct. 19, 2007; 10:22am) Berry, L.L and A. Parasuraman (1991), Marketing services; competing through quality, New York; Free press, pp.136-142 Bolton, R. N., P. K. Kannan, and M.D. Bramlett (2000), “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value”, Journal of the Academy of Marketing Science, Vol. 28 No. January, pp.95-108. Brady, M. K. and J. J. Cronin (2001), “Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach”, Journal of Marketing, Vol. 65 pp.34-49. Brown, S. W. and E. U. Bond III (1995), “The Internal/External Framework and Service Quality; toward Theory in Services Marketing”, Journal of Marketing management, February, pp. 25-39. Brown, T. J., G. A. Churchill, J.P. Peter (1993), “Research note: Improving the Measurement of Service Quality”, Journal of Retailing, Vol. 69, No. 1, pp.126-39. Carman, J. M. (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions”, Journal of Retailing, Vol. 66, No. 1, Spring, pp. 33-5. Cronin, J. Jr., S. A. Taylor (1992), “Measuring Service Quality: A Re-examination and Extension: A Case of Complexity, Information Technology, and Transaction Governance Structure.”,Journal of Marketing, Vol. 56, pp. 55-68. Dawkins, P. M. and F. F. Reichheld (1990), Customer Retention As A Competitive Weapon, Directors and Board Summer, pp.42-47. DeSouza, G. (1992), “Designing a Customer Retention Plan”, Journal of Business Strategy, pp24-25. Fisk, R.P., S.W. Brown, and M. J. Bitner (1995), Services Management Literature Overview: A Rationale for Interdisciplinary Study", in Glynn, W.J., Barnes, J.G. (Eds), Understanding Services Management, Wiley, Chichester, pp.1-33. Fornell, C. (1992), “A National Customer Barometer: The Swedish Experience”, Journal of Marketing, Vol. 56 No. January, pp.6-22. 628
Challenges in the Era of Globalization Edited by Emmanuel Obuah Kotler, P. and K.L. Keller (2006), Marketing Management”(12 ed.). Pearson Prentice Hall. NCA (2010) National Telecommunication Survey Report, 4 th Quarterly review, NCA, Ghana Lewis, B. R. and V. W. Mitchell (1990), “Defining and Measuring the Quality of CustomerService”, Marketing Intelligence & Planning, Vol. 8, No. 6, pp. 11-17. Parasuraman, A., V. A. Zeithaml, L.L. Berry (1988), “SERVQUAL: A Multiple Item Scale for Measuring Customer Perceptions of Service Quality”, Journal of Retailing, Vol. 64 pp.12-40. *For Full references please contact us on email: woansah@gmail.com 629
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Abstract Land Based Sources of Poll
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Abstract On the Mitigation of Rever
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Assessment of pollutants in nigeria
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Figure 1: Lagos off shore survey po
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Academic Pry School 3 3 0 Backgroun
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Track 5: Management Education Chall
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Table: Model Fitness Regression Sta
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Variable Coefficient Std. Error t-S
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Track 9: Global Studies and Politic
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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district hospitals: Evidence from N
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Defining the Organisational Culture
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Table 1: A Summary of Operating Ban
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Discussion and Conclusion Challenge
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Abstract What does Globalization me
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Research Methods approach Challenge
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Convenient location of banks Challe
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firms attained below average market
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Conclusion Dissatisfied 6 3.4 3.6 7
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Abstract Customer satisfaction with
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Methodology Challenges in the Era o
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Discussion Challenges in the Era of
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Football Spectatorship Challenges i
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