Evaluation of Factors Affecting Choice of Service Providers among Mobile Phone Users in South East Nigeria

Background: The telecommunication industry has continued to witness competition among service providers. Understanding factors that influence customer choice of mobile networks is crucial for marketing decisions. Objective: This study examined factors affecting user’s choice of mobile networks in South East Nigeria. The study adopted a descriptive survey anchored on the customer utility model. Using a multi-stage sampling technique, the study population was drawn from three selected states in South East Nigeria. From the states selected, a sample size of 550 respondents was drawn. Data was collected and analysed using standard deviation and chi-squared. Result: The findings indicated that the call rate of mobile networks, service availability, quality of service and promotional strategies determine the user’s choice of a mobile network. Additional results showed that the quality of service is the most contributing factor compared to the other factors. Conclusion: Telecommunication network providers should pay close attention to mobile network call rates, service availability, quality of service, and promotional strategies in their marketing approaches. Unique contribution: This study has provided empirical evidence that could guide telecommunication operators in influencing the choice of network of telecommunication users. Key recommendation: Telecommunication network providers should consider mobile network call rates, service availability, quality of service, and promotional strategies in their marketing decision-making.