An Evaluation of Customer Retention in the Mobile Telecommunications Marketplace

• In today’s competitive marketplace, customer retention is a critical issue in the success of any business system. One of the key challenges of service-oriented businesses, such as mobile telecoms, is how to retain customers. Customer retention is gaining increasing attention in business today, since loyal customers are seen as essential components to organizational success. Therefore, corporations strive to identify and manage effective methods to retain their customers, since such retention will lead the company to a greater number of loyal customers and thus more profit and market share.Many models and theories focused on assessing customer retention and describing its determinants have been advanced in different formats. However, determining exactly what affects customer retention in the mobile telecom market and identifying which drivers have the largest impact on customer retention in this sector are not yet fully understood. These issues are addressed in this paper, which utilizes the customer retention formation model based on past theories (e.g., Kim, 2004) and ideas from experts in this market. Our empirical analysis is based on a sample of 280 consumers who were contacted face-to-face. Our results indicate that the proposed model is applicable to the mobile telecom market.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Customer Retention

Mobile Telecoms

Environmental Dynamism

Iran

Industriell marknadsföring

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