Conjoint Analysis of the Preference of Mobile Telephone Operators in Nigeria. A Case Study of MTN, Globacom, Etisalat and Airtel

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dc.contributor.authorAgada, Solomon Agada
dc.date.accessioned2022-05-05T11:46:19Z
dc.date.available2022-05-05T11:46:19Z
dc.date.issued2015
dc.description.abstractIn the determination of consumer preference for products or services, the level of satisfaction and the attributes are critical variables that consumers attached utility to in order to maximize their consumption of the product' or service as well as value exchange. Consumer preference therefore has germane marketing implications and can be adequately dissected through conjoint analysis methodology. The study analysed the service attributes of four mobile telephone operators in Nigeria and the implications on consumer preference for each , service provider. The findings reveal that in terms of relative impfrtance of the service attributes and, their utility values, connectivity (21.5); and service paCkages (18i 3) are the leading attributes consumers prefer with respective levels of moderate and good Customer service levels'and MTN et4erging as the most preferred service provider. It is therefore imperative that the mobile service operators take cognizance of these factors as they have significant impact to their service performance and consumers patronageen_US
dc.identifier.urihttp://dspace.run.edu.ng:8080/jspui/handle/123456789/2666
dc.language.isoenen_US
dc.publisherNigerian Journal of Management Studiesen_US
dc.subjectAttributesen_US
dc.subjectConjoint analysisen_US
dc.subjectAttributes levelsen_US
dc.subjectMobile operatorsen_US
dc.titleConjoint Analysis of the Preference of Mobile Telephone Operators in Nigeria. A Case Study of MTN, Globacom, Etisalat and Airtelen_US
dc.typeArticleen_US
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