International Journal of Innovative Research and Development

Abstract

The paper contributes to the body of knowledge in the area of customer retention by exploring the moderating effect of demographic variables in switching decisions of consumers of mobile services. The paper is based on quantitative research design. The target population is marketing students of Sunyani Polytechnic, Ghana. A sample size of 198 was used based on the convenience sampling method. Data was collected through self-designed questionnaires and administered during lectures. Data analysis is based on correlation and cross-tabulation analysis. Gender and religion significantly influence switching decisions of consumers. Age does not significantly influence switching decisions. Age, gender and family income status does not significantly influence moderating effect of switching factors. Factors that significantly moderate the effect of switching factors are religion, personality trait, region and year in school. To attract and retain consumers, mobile service providers should incorporate these findings into their marketing strategies. Causal studies based on structural modellings should be done in future studies.

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