A Factor Analysis Approach in Identifying Influential Factors in the Selection of a Mobile Service Provider: A Case of Students from Bolgatanga Polytechnic.

Abstract

This study was carried out with the aim of identifying factors that are considered important to students of Bolgatanga Polytechnic in selecting a particular mobile service provider and classifying these factors under broad umbrella names using Factor Analysis. Five factors emerged in the study in order of importance with the umbrella names Affordability, Visibility, Service quality, Support schemes and Acquaintances as the major factors considered significant to students of Bolgatanga Polytechnic in deciding on a mobile service provider. The second ranking factor which is Visibility provides a justification for the spending patterns of mobile operators on adverts, promotional activities and sponsorships in Ghana.

Keywords: Factor Analysis, Communality, Unique Factor, Mobile Service Provider, Affordability, Visibility, Service Quality, Support schemes, Acquaintances.