B P International

Aims: The objective of this research was to find out whether subscribers are satisfied with services of the mobile network providers and identify the predictors of customer satisfaction and loyalty in the mobile communication industry and to develop model that links these satisfaction factors and loyalty for any customer in the industry. Study Design: Descriptive cross-sectional study design. Place and Duration of Study: Ho Municipality in Volta Region, Ghana, between July 2016 and September 2016. Methodology: We included sampled subscribers of the five mobile network operators (MTN, Vodafone, Tigo, Airtel and Glo) in the Ho Municipality. A total of 500 subscribers of the five mobile networks in the Municipality were selected for the research. The study employed a purposive sampling technique in selecting the subscribers located in various parts of the Ho Municipality in Volta Region, Ghana. Results: Logistic regression analysis was used to identify the predict...

Recently, a firm that wants to conquer and keep its customers is expected to invest in the emotional value of its brand. Thus, the fact of eliciting the emotions of customers has become a challenge to develop a close emotional and behavioral resistance to change. This research work aims to study the role of emotions felt toward a brand in the formation and preservation of the relationship between the customer and the brand. A conceptual model is developed to examine the relationships between emotional attraction, emotional sensitivity, emotions felt (affection, passion, connection), emotional attachment and customer loyalty. The method of Structural Equation Modeling (SEM) is employed to test the research hypotheses. A quantitative study is conducted involving 480 Tunisian customers of mobile phone brands. The findings of this study indicate that the emotional attraction as well as the level of emotional sensitivity of customer influence positively his emotions felt toward a brand of...