Antecedents of Intention-to-use a Particular Mobile Service among South-South University Lecturers in Nigeria
Asiegbu Ikechukwu F., Igwe Sunny R., Iruka chijindu H.

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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