Determining customer attitude towards orange mobile service in Nairobi:

Abstract

Globally, it is recognized that telecommunications is an economic infrastructure to serve other social economic sectors. Kotler (1996) notes that the increasing pace of technological changes that hinged on the information technology is one of the major economic and social forces of change. An effective and efficient telecommunication network is key to economic growth and development of any country. This research is aimed at determining the attitude of customers towards Orange mobile phone service. Primary data was used in the study and this was collected using questionnaire comprising of dichotomous, rank order scale, Likert scale and open ended questions. The population of interest was all Orange Mobile customers. Collected data was analysed by use of descriptive statistics. Tables of frequencies were summarised to determine customer attitude towards Orange Mobile. A sample size of 200 customers was used but 120 responded giving a response rate of 60%. The findings of the study were that customers had a positive attitude towards Orange Mobile service. This is supported by the finding of the respondents who said that the service was affordable, economical and of quality. When asked if they can buy for a friend or relative, majority were positive Among the recommendations made are that for the Orange mobile service to remain competitive and create positive attitude toward customers, it must develop a satisfied customer base as outlined by Reichheld (1996). He summaries the benefits to an organization of maintaining and developing a satisfied customer base and mostly these are linked to the firms bottom-line i.e. increasing purchases, lower cost, free advertising through word of the mouth and employee retention. The researcher also recommends that since the research was done only in Nairobi, a generalized conclusion can not be made. A further research can be done countrywide