Antecedents of Intention-to-use a Particular Mobile Service among South-South University Lecturers in Nigeria

Abstract

The aim of this study was to unveil some antecedent factors that make University lecturers in the south-south zone in Nigeria have intention-to-use the services of a particular mobile phone service provider. Drawing from the theory of learning organization and market orientation, the paper believes that a mobile phone service provider that is armed with adequate knowledge of factors that propel prospects to use mobile phone services would be in a better position to design appropriate strategies that will engender enduring relationships with its customers. Data collected from 308 lecturers from south-south universities in Nigeria were analyzed using Spearman Rank correlation and multiple regression statistics. The empirical findings revealed that social affinity, switching cost, and customer service affect intention-to-use a mobile phone service among these university lecturers. The paper therefore, recommends that Global System for Mobile Communication (GSM) service providers in the south-south zone in Nigeria can appeal to these lecturers’ intention-to-use and actual usage of their GSM services by showing adequate customer understanding and being responsive, empathic, reliable, accessible, and credible in their relationship with customers.

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