TY - JOUR
T1 - Preventing Customer Churn in the Mobile Telecommunication Industry
T2 - Is Mobile Money Usage the Missing Link?
AU - Yeboah-Asiamah, Eric
AU - Narteh, Bedman
AU - Mahmoud, Mahmoud Abdulai
N1 - Publisher Copyright:
© 2018 Informa UK Limited, trading as Taylor & Francis.
PY - 2018/4/3
Y1 - 2018/4/3
N2 - The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.
AB - The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.
KW - Mobile money
KW - active usage
KW - churn
KW - continuance intention
KW - mobile telecommunication
KW - satisfaction
KW - third-party mediator
KW - trust
UR - http://www.scopus.com/inward/record.url?scp=85042927093&partnerID=8YFLogxK
U2 - 10.1080/15228916.2018.1440462
DO - 10.1080/15228916.2018.1440462
M3 - Article
AN - SCOPUS:85042927093
SN - 1522-8916
VL - 19
SP - 174
EP - 194
JO - Journal of African Business
JF - Journal of African Business
IS - 2
ER -