Corporate brand image and switching behavior: case of mobile telecommunications customers in Zimbabwe

  • Received April 14, 2020;
    Accepted May 28, 2020;
    Published June 10, 2020
  • Author(s)
  • DOI
  • Article Info
    Volume 16 2020, Issue #2, pp. 80-90
  • Cited by
    4 articles

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This work is licensed under a Creative Commons Attribution 4.0 International License

Mobile telecommunication service providers in Zimbabwe are using a brand image to market their products and minimize brand switching, resulting from increased market competition. A cross-sectional survey was conducted among a convenience sample of 385 participants in Zimbabwe. The sample size was determined using Rao software sample size calculator to extract an acceptable sample from apopulation of 1,973,906 inhabitants. Data were collected using a five-point Likert scale questionnaire and were also tested for reliability and validity using SPSS version 20. It was ascertained that 70% of the respondents’ switched SIM cards, 20% never switched, and 10% were indifferent to the different providers. Structural Equation Modeling (SEM) showed that mobile network service providers’ brand image positively affects customer satisfaction, a positive relationship exists between mobile network service providers’ brand image and consumer brand switching behavior, customer satisfaction positively affects their loyalty. Corporate brand image indirectly affects customer loyalty through customer satisfaction. The researchers recommend marketers to consider the findings when designing strategies for marketing mobile network services.

The authors of this paper greatly appreciate the support and cooperation they received from the Postal and Telecommunications Authority of Zimbabwe (POTRAZ) and research participants during the survey.

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    • Figure 1. Conceptual framework that was validated in this research
    • Table 1. Standardized factor loadings
    • Table 2. AVEs and SICs validity results
    • Table 3. Hypotheses testing results
    • Conceptualization
      Shylet Chigwende, Krishna Govender
    • Data curation
      Shylet Chigwende, Krishna Govender
    • Formal Analysis
      Shylet Chigwende
    • Funding acquisition
      Shylet Chigwende
    • Investigation
      Shylet Chigwende, Krishna Govender
    • Project administration
      Shylet Chigwende
    • Resources
      Shylet Chigwende
    • Software
      Shylet Chigwende
    • Validation
      Shylet Chigwende
    • Methodology
      Shylet Chigwende, Krishna Govender
    • Writing – original draft
      Shylet Chigwende, Krishna Govender
    • Writing – review & editing
      Shylet Chigwende, Krishna Govender
    • Supervision
      Krishna Govender