Author

  • Michael Boakye Yiadom

    • Nelson Mandela University, Department of Marketing Management, Port Elizabeth, South Africa
    • South Africa

  • Madéle Tait

    • Nelson Mandela University, Department of Marketing Management, Port Elizabeth, South Africa
    • South Africa

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.

Keywords

References

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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

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Research Paper

Published in

Vol. 13 No. 2(J) (2021) Pandemic Response, Transparency & Customer Experience View issue contents

Published

2021-05-26

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