Abstract

The increasing pattern of customer switch, competition and the quest for customer loyalty in Global System for
Mobile communication (GSM) industry informed the study of some key factors influencing attitudes of customer
towards of mobile phone services. A cluster and simple random survey were employed on 308 university
lecturers in the South–South region of Nigeria. Spearman rank correlation and multiple regressions were used to
test the hypotheses. The‘model’ based on empirical findings revealed that service quality, customer value, brand
image/reputation each positively and significantly influences intention to use. The moderating effect of
satisfaction is contingent, necessary and sufficient upon the level of these antecedent constructs’ influence on
intention to use. The implication of this work to both researchers and practitioners is discussed.

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