Some Key Factors Influencing Attitudes to Patronage of GSM Services: The Nigerian Experience

The increasing pattern of customer switch, competition and the quest for customer loyalty in Global System for Mobile communication (GSM) industry informed the study of some key factors influencing attitudes of customer towards of mobile phone services. A cluster and simple random survey were employed on 308 university lecturers in the South–South region of Nigeria. Spearman rank correlation and multiple regressions were used to test the hypotheses. The‘model’ based on empirical findings revealed that service quality, customer value, brand image/reputation each positively and significantly influences intention to use. The moderating effect of satisfaction is contingent, necessary and sufficient upon the level of these antecedent constructs’ influence on intention to use. The implication of this work to both researchers and practitioners is discussed.