EFFECT OF PRODUCT VALUE PROPOSITION OF MOBILE PHONES ON CONSUMER SWITCHING BEHAVIOUR: EVIDENCE FROM BANK STAFFS IN YOBE STATE

Abstract

The reason behind this study was to examine the effect of product value proposition of mobile phones on consumer switching behaviour: evidence from bank staffs in Yobe state. two hundred and ten (210) respondents were selected using simple random sampling. Questionnaires were used to get the response from respondents. Researcher included mainly three factors which may inspire for brand switching. Structural Equation Modeling (SEM-AMOS) was used in analyzing the data collected. The adapted questionnaire on both endogenous and exogenous constructs was contextu-alize in the study areas through validity and reliability test. The study used both the internal con-sistency reliability test using Cronbach alpha.