Innovation and Customer Retention in the Ghanaian telecommunication industry
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Redalyc
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidade Nove de Julho
2017
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| _version_ | 1876488502640640000 |
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| author | Daniel Asante Kyei |
| author_facet | Daniel Asante Kyei |
| contents | Innovation and Customer Retention in the Ghanaian telecommunication industry Daniel Asante Kyei Augustine Thomas Mambu Bayoh Administración y Contabilidad Ghana Customer Innovation Relationship Customer Retention The competition within the telecommunication sector is increasing day by day in Ghana and therefore requires the telecom operators to be more adept in their strategic approach to meet the growing demands of customers. Effective innovation is believed to be key in the approach of wining and maintaining customers. This paper examines the effect of innovation on customer retention in the telecommunication industry in Ghana. Data were collected using selfadministered questionnaires to 365 customers of 6 telecommunication companies in Accra, Ghana. Descriptive statistics and multiple regression were employed to examine the relationship between the independent and dependent variables. The result shows that there is positive and significant relationship between innovation and customer retention. The study also discloses that service innovation, process innovation, and marketing innovation were the key determinants of customer retention. The study found service innovation to be a significant chief driver of customer retention. The study recommends that telecommunication companies who desire to improve upon the level of customer retention should invest much in service innovation, process innovation, and marketing innovation. 2017 artículo científico 2318-9975 https://www.redalyc.org/articulo.oa?id=499151082002 https://www.redalyc.org/journal/4991/499151082002/ https://www.redalyc.org/journal/4991/499151082002/html/ https://www.redalyc.org/journal/4991/499151082002/499151082002.epub https://www.redalyc.org/journal/4991/499151082002/movil en http://www.redalyc.org/revista.oa?id=4991 International Journal of Innovation application/pdf Universidade Nove de Julho International Journal of Innovation (Brasil) Num.2 Vol.5 |
| format | Artículo científico |
| id | redalyc_499151082002 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | Universidade Nove de Julho |
| spellingShingle | Innovation and Customer Retention in the Ghanaian telecommunication industry Daniel Asante Kyei Administración y Contabilidad Ghana Customer Innovation Relationship Customer Retention Innovation and Customer Retention in the Ghanaian telecommunication industry Daniel Asante Kyei Augustine Thomas Mambu Bayoh Administración y Contabilidad Ghana Customer Innovation Relationship Customer Retention The competition within the telecommunication sector is increasing day by day in Ghana and therefore requires the telecom operators to be more adept in their strategic approach to meet the growing demands of customers. Effective innovation is believed to be key in the approach of wining and maintaining customers. This paper examines the effect of innovation on customer retention in the telecommunication industry in Ghana. Data were collected using selfadministered questionnaires to 365 customers of 6 telecommunication companies in Accra, Ghana. Descriptive statistics and multiple regression were employed to examine the relationship between the independent and dependent variables. The result shows that there is positive and significant relationship between innovation and customer retention. The study also discloses that service innovation, process innovation, and marketing innovation were the key determinants of customer retention. The study found service innovation to be a significant chief driver of customer retention. The study recommends that telecommunication companies who desire to improve upon the level of customer retention should invest much in service innovation, process innovation, and marketing innovation. 2017 artículo científico 2318-9975 https://www.redalyc.org/articulo.oa?id=499151082002 https://www.redalyc.org/journal/4991/499151082002/ https://www.redalyc.org/journal/4991/499151082002/html/ https://www.redalyc.org/journal/4991/499151082002/499151082002.epub https://www.redalyc.org/journal/4991/499151082002/movil en http://www.redalyc.org/revista.oa?id=4991 International Journal of Innovation application/pdf Universidade Nove de Julho International Journal of Innovation (Brasil) Num.2 Vol.5 |
| title | Innovation and Customer Retention in the Ghanaian telecommunication industry |
| topic | Administración y Contabilidad Ghana Customer Innovation Relationship Customer Retention |
| url | https://www.redalyc.org/articulo.oa?id=499151082002 https://www.redalyc.org/journal/4991/499151082002/ https://www.redalyc.org/journal/4991/499151082002/html/ https://www.redalyc.org/journal/4991/499151082002/499151082002.epub https://www.redalyc.org/journal/4991/499151082002/movil |