Assessment Of The Factors Affecting Customer Purchasing Behavior In Selected Telecommunications Companies In Lusaka Zambia

Abstract

The objective of the study was to examine the factors influencing customer purchasing behavior within selected telecommunications companies in Lusaka, Zambia. With substantial investment and intense competition among mobile service providers in Zambia, the market has experienced significant growth in recent years. Operators in this sector offer a diverse array of advanced products and services to attract customers. The implementation of mobile number portability by the regulatory authority in April 2006 has allowed consumers to switch service providers while retaining their phone numbers. However, despite market growth, operators such as Airtel, MTN, and ZAMTEL have faced obstacles hindering their efforts to capture a substantial market share. Moreover, there is a trend of customers switching providers due to various reasons, reflecting challenges in maintaining customer loyalty. The study, employing a descriptive design with a survey of one hundred participants using questionnaires, aimed to address these dynamics. The findings revealed that demographic variables such as age, income, family size, education, and gender significantly influence consumer behavior within Lusaka's telecommunications sector. Telecom companies adapt their offerings to cater to specific demographic demands, a strategy crucial for customer retention and acquisition in a competitive industry. The statistical analysis indicated a significant relationship between customer satisfaction and purchasing behavior, with a p-value less than 0.05. Furthermore, the study identified a correlation of 0.675 between customer purchasing behavior and customer satisfaction with the mobile operator. Income emerged as the most influential determinant of customer behavior highlighting the importance of understanding customer satisfaction in retaining clients. The study recommends that telecommunication operators should seek to improve the customer satisfaction by providing best products and services to their subscribers. The telecommunication companies should make sure that, all the products and services are available for both people with low income and people with higher income.