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Effect of mobile number portability adoption on consumer switching intention

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dc.contributor.author Nimako, S.G
dc.date.accessioned 2025-03-12T12:10:55Z
dc.date.available 2025-03-12T12:10:55Z
dc.date.issued 2014-03-24
dc.identifier.issn 1918-719X
dc.identifier.uri http://41.74.91.244:8080/handle/123456789/4830
dc.description.abstract The paper proposes a model that helps to explain consumer behaviour towards Mobile Number Portability (MNP) policy and the influence of MNP adoption factors on consumer switching intention process in the telecommunication industry. The proposed model was tested using data from a cross-section of 736 subscribers of six global companies in Ghana’s mobile telecommunication industry, where MNP has been introduced. The findings indicate that MNP adoption can positively influence consumer switching. The effects of MNP adoption on switching intention is realised through three main channels; directly through MNP-induced self-efficacy (or switching efficacy) and indirectly through perceived switching costs and attitude towards switching. The proposed model helps explain about 50% of switching intention. The paper discusses implications of the findings to marketing theory and practice and provides directions for future research. The paper advances our knowledge in the impact of government/industrial policy on consumer behaviour in marketing. en_US
dc.language.iso en en_US
dc.publisher Canadian Center of Science and Education en_US
dc.subject Mobile number en_US
dc.subject Portability en_US
dc.subject Consumer en_US
dc.title Effect of mobile number portability adoption on consumer switching intention en_US
dc.type Article en_US


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