Analyzing the factors affecting the decision of customers to use Vinaphone's cellular network in Ben Tre province

This study analyzed the factors affecting the decision of customers to use Vinaphone’s cellular network in Ben Tre province. The study conducted a survey with 300 customers and received 278 valid samples for analysis. The exploratory factor analysis and binary logistic regression analysis were used to predict the research model of factors affecting the decision of customers to use Vinaphone’s cellular network. The study’s results showed that there are seven factors, including service quality, price policy, brand, usefulness, social influence, customer care, and ease of use, affecting the decision of customers. The prediction model was tested by the binary logistic regression model with an accuracy of 76.6%. Based on the study’s findings, some management implications were proposed to help Vinaphone attract more customers to use its cellular network in Ben Tre province.