Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana

DOI: https://doi.org/10.22610/jebs.v13i2(J).3181
Keywords: Experiential marketing, Customer experience, Mobile mix, Experiential mix, Mobile network operators, Ghana

Abstract

Delivering a great customer experience is of paramount importance for any organization. The better experience customers have regarding the organization’s products, or brands, the more repeat purchases and positive reviews they will receive. This paper explores the mobile mix as an integrated approach to facilitate a positive customer experience. A total of 415 respondents were selected and completed the survey through stratification and convenient sampling from10 regions. The study adopted a positivistic paradigm and followed a quantitative research approach. The SPSS Amos 25 was utilized to analyze the collected data. The empirical results revealed that the mobile service mix has a significant positive influence and relationship with customer experiences. This paper provides relevant and practical recommendations that could increase positive customer experiences in the mobile industry.

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Published
2021-05-25
How to Cite
Yiadom, M. B., & Tait, M. (2021). Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana. Journal of Economics and Behavioral Studies, 13(2(J), 34-44. https://doi.org/10.22610/jebs.v13i2(J).3181
Issue
Vol 13 No 2(J) (2021)
Section
Research Paper

Copyright (c) 2021 Michael Boakye Yiadom, Madéle Tait

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