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Adebiyi, S.O. 
ORCID: 0009-0001-0546-0060, Oyatoye, E.O. and Kuye, O.L.,
2015.
An analytic hierarchy process analysis: application to subscriber retention decisions in the Nigerian mobile telecommunications.
International Journal of Management and Economics, 48 (1), pp. 63-83.
ISSN 2299-9701
Abstract
The introduction of mobile number portability (MNP) in the Nigerian telecommunications industry has brought a new challenge for mobile operators. This study investigates the use of Analytic Hierarchy Process (AHP) in customer retention decisions in the Nigerian telecommunication industry using a cross-sectional survey design. Primary data were obtained through questionnaires administered to 480 mobile telecommunications subscribers in six tertiary institutions located in Lagos State, Nigeria. These educational institutions were chosen using a multistage sampling technique. Of 438 questionnaires
received from subscribers, 408 were valid. Based on this sample data an AHP model was built to assess the determinants of customer retention decisions. Next, eigen values, an eigen vector and maximum lambda (λMax)were obtained using the AHP analysis for the
matrices. This analysis shows that customers considered call quality as the important in the retention decision. We conclude that AHP is a meaningful tool for determining what motivates retention decisions, that can help network operators formulate effective customer retention strategies.
| Item Type: | Journal article | ||||||
|---|---|---|---|---|---|---|---|
| Publication Title: | International Journal of Management and Economics | ||||||
| Creators: | Adebiyi, S.O., Oyatoye, E.O. and Kuye, O.L. | ||||||
| Publisher: | Walter de Gruyter | ||||||
| Date: | 1 December 2015 | ||||||
| Volume: | 48 | ||||||
| Number: | 1 | ||||||
| ISSN: | 2299-9701 | ||||||
| Identifiers: |
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| Rights: | This is an open access article distributed under the Creative Commons Attribution-NonCommercial-NoDerivs license (http://creativecommons.org/licenses/by-nc-nd/3.0/). | ||||||
| Divisions: | Schools > Nottingham Business School | ||||||
| Record created by: | Jonathan Gallacher | ||||||
| Date Added: | 18 Apr 2024 15:36 | ||||||
| Last Modified: | 23 Apr 2024 08:56 | ||||||
| URI: | https://irep.ntu.ac.uk/id/eprint/51271 |
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