Customer Retention: Behaviour Perspective Model of Ghanaian Telecommunication Industry Using Multinomial Regression Analysis

To stay competitive, the mobile telecommunication companies spend millions of Ghana cedi each year on building long-term relationships with their customers. Marketing managers are constantly challenged problem where to channel limited resources in order retain existing This study approaches customer retention phone sector from a behavioural perspective, applying Behavioural Perspective Model as main analytical framework and further exploits some other factors that influence retention. The model includes set pre-behaviour post-behaviour consumer choice, explains its relevant drivers viable comprehensive way, grounded radical behaviourism. Data for analysis were collected tertiary students Accra Takoradi. analysed using multinomial regression technique. Analysis data revealed Behaviour setting factor is only significant element Model. Further exploitation behaviour situation number networks uses, previous experience customer’s intention determining Ghana’s industry.