Factors influencing brand loyalty to mobile phone service providers in Kenya: a case study of Nairobi residents

Abstract

This study on factors influencing brand loyalty to mobile phone service providers was conducted to achieve a major objective of establishing which factors affect brand loyalty to mobile phone service providers as well as the factors that influence choice of a mobile phone service provider. To achieve this objective, 100 mobile phone customers- on pre paid service (70 from Safaricom and 30 from lain) were selected systematically. The questionnaire that was administered to the sample units was a highly structured one employing mainly likert - matrix questions The customers were selected systematically from their respective service providers' authorized dealers that operate in Nairobi Central Business District that is every fifth adult customer that walked into the dealership was picked to form part of the sample. The dealers were selected through simple random sapling. The researcher together with the research assistants gave the questionnaires to the respondents for self administration. Collected data was analyzed using frequencies, mean scores and proportions. Tables and graphs were used to present the data findings. From the study it was concluded that factors that influence the choice of a mobile phone service provider include; the number of people they call that are on that network, the cost of calling within the network and the number of services the service provider offers. Other factors like Current network coverage and Advertising features were also important in determining the choice of a service provider. The study also concluded that the factors that influence brand loyalty to mobile phone service providers are: Number of people called within the network, Cost of calling within the network, Current network coverage, Promptness of service and the Cost of calling a different network.