Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link?

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)174-194
Number of pages21
JournalJournal of African Business
Volume19
Issue number2
DOIs
Publication statusPublished - 3 Apr 2018
Externally publishedYes

Keywords

  • Mobile money
  • active usage
  • churn
  • continuance intention
  • mobile telecommunication
  • satisfaction
  • third-party mediator
  • trust

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