Antecedents of customer loyalty in mobile phone service: a study from Sub-Saharan Africa

Mobile phone service has become an efficient and accessible communication medium in Sub-Saharan Africa. As market growth attracts more competition, improving customer loyalty becomes an important strategic advantage. In general, previous research has focused on customer loyalty as a single variable. This study addresses this gap in the literature by examining customer loyalty as two separate variables: behavioural and attitudinal loyalty. This...