| dc.description.abstract | Globally, it is recognized that telecommunications is an economic infrastructure to serve other
social economic sectors. Kotler (1996) notes that the increasing pace of technological changes
that hinged on the information technology is one of the major economic and social forces of
change. An effective and efficient telecommunication network is key to economic growth and
development of any country. This research is aimed at determining the attitude of customers
towards Orange mobile phone service.
Primary data was used in the study and this was collected using questionnaire comprising of
dichotomous, rank order scale, Likert scale and open ended questions. The population of
interest was all Orange Mobile customers. Collected data was analysed by use of descriptive
statistics. Tables of frequencies were summarised to determine customer attitude towards
Orange Mobile. A sample size of 200 customers was used but 120 responded giving a response
rate of 60%.
The findings of the study were that customers had a positive attitude towards Orange Mobile
service. This is supported by the finding of the respondents who said that the service was
affordable, economical and of quality. When asked if they can buy for a friend or relative,
majority were positive Among the recommendations made are that for the Orange mobile service to remain
competitive and create positive attitude toward customers, it must develop a satisfied customer
base as outlined by Reichheld (1996). He summaries the benefits to an organization of
maintaining and developing a satisfied customer base and mostly these are linked to the firms
bottom-line i.e. increasing purchases, lower cost, free advertising through word of the mouth
and employee retention. The researcher also recommends that since the research was done only
in Nairobi, a generalized conclusion can not be made. A further research can be done countrywide | en |
