Quality Dimension, Values, Service Cost & Recommendation Behaviour: Evidence from Nigerian Cellular Industry

Abiodun, A. J. and Adeyemi, K. S. and Osibanjo, Adewale Omotayo (2014) Quality Dimension, Values, Service Cost & Recommendation Behaviour: Evidence from Nigerian Cellular Industry. International Journal of Economic Behavior, 4. pp. 139-150.

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Abstract

The present study proposed and test a model that connects both effective and cognitive factors in cellular services to customers' recommendation behavior. results of the analysis of data collected through questionnaire from 293 respondents with cellular phones and active account in the Nigerian cellular industry indicate that core cellular service dimensions service cost (price) and hedonic values are significant determinants of customers' recommendation behavior. In addition, the study found that customer service and utilitarian value exert negative effect on recommendation behavior. It seems that strengthening the performance of service providers on core service attributes, service cost (price) and the entertainment and emotion evoking aspects of cellular service is of more value in partnering with customer to enlarge customer base through recommendation.

Item Type:	Article
Subjects:	A General Works > AS Academies and learned societies (General)
Divisions:	UNSPECIFIED
Depositing User:	Adewale Omotayo Osibanjo
Date Deposited:	26 Mar 2015 08:47
Last Modified:	26 Mar 2015 08:47
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/4295

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