A Study On Customer Satisfaction And Retention In The Telecommunication Industry An Empirical Study Of The New Juaben Municipality

This is about the Telecommunication Industry in the New Juaben Municipality of Ghana. From being a monopoly, the market has switched into a more competitive market with more competitors that offer more services. Increased in the number of networks together with high expectation of consumers for quality services have brought about a very keen competition in the industry. There has been a lot of rivalry from the various competitors such as MTN, Vodafone, Tigo, Zain, and Kasapa. There is the continuous switching or defecting of customers from one network to the other if one's service is deemed as less quality. It is easier for Telecommunication providers to acquire customers but are they really satisfied with their offerings in order to be retained overtime?

With the increasing competition on the market, customer loyalty has become a decisive factor for long-term business profits. At its high, customer loyalty connotes the high entry barriers the competitor faces when entering the market, and it contributes significantly to a reduction of marketing costs. To attract new customers, companies are required to invest a lot of time and money which can result in uncertainties and risks over longer periods of time. The number of loyal customers as a sign of market share is more significant than the total number of customers. More loyal customers translate to high profits. Loyal customers will continue to purchase or receive the product or service from the same enterprises, and they will be willing to pay higher prices for the quality products and first-class services, thereby increasing sales revenue. Consequently, the focus of many enterprise managers at this point is on marketing management aspects to improve customer loyalty in order to gain the competitive advantage in the face of fierce competition. The importance of customer loyalty has been identified by many researchers and academics in the past years. This importance is also predominant in the telecommunication industry and, consequently, the Nigerian telecom industry. This book attempts to assess and analyze the variables that influence a mobile phone subscriber?s loyalty and how Nigerian service providers can enhance this loyalty. The study is based on a survey that uses the quantitative approach. A structured questionnaire was developed and personally administered to a sample of University of Ilorin students across four major GSM operators in the country. Four hundred (400) respondents were sampled through a stratified random sampling. Out of this, three hundred and forty-eight (348) copies of the questionnaire, constituting an 87% response rate, could be used for the analysis. Of the eleven (11) operational factors that were used to assess loyalty of customers in the Nigeria Mobile Telecoms industry, all variables except Brand Image and Service Centre Quality were found to be capable of influencing customer loyalty and also considered as the most important loyalty variables in the industry. The unavailability of Mobile Number Portability was found to be a prominent factor in tying consumers down to service providers, while the generally low satisfaction with the present state of service delivery in the industry also plays a role. Therefore, the retention which the service providers were able to enjoy can be described as circumstantial. The given recommendations include that the service providers embark upon drives that will reduce dropped calls to a bare minimum, that they improve call quality, and that they develop SMS delivery standards.

This dissertation, "Customer Loyalty in Hong Kong's Cellular Market: an Integrated Framework and Empirical Study" by Ching-gee, Wan, 溫靜之, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: Abstract of thesis entitled Customer Loyalty in Hong Kong's Cellular Market: An Integrated Framework and Empirical Study Submitted by Wan Ching Gee for the degree of Doctor of Philosophy at the University of Hong Kong in April 2003 In the highly competitive mobile communications market of Hong Kong, customer loyalty has become the top priority for companies that wish to maintain market share and profitability. This paper aims to identify the potential determinants of customer loyalty in the mobile telecommunications industry. Based on the research literature on customer satisfaction, switching costs and service loyalty, an integrated framework which encompasses the constructs of overall satisfaction, relative satisfaction, price, switching costs as well as demographics and usage variables is developed. With the use of survey research method, an empirical study has been carried out in the mobile communications market of Hong Kong to examine the usefulness and the predictive ability of the framework. The research results support the framework posited in this paper and contribute to the understanding of customer loyalty in several ways. First of all, this study not only confirms previous research findings on positive satisfaction-loyalty linkage, but also complements previous research by providing a more comprehensive view on the relationship between satisfaction and switching intention. This research has found that the satisfaction-retention relationship is positive but asymmetrical, and the intensity of customer satisfaction has an impact on the satisfaction-retention linkage. Second, the statistical significance of the new construct of relative satisfaction is confirmed by the empirical results of the study, and its inclusion is hence justified. It is found that satisfaction towards a current operator relative to previous operator(s) that have been used significantly impacts on loyalty towards the current operator. Customers who are less satisfied with the present operator are less loyal than those who are equally satisfied or more satisfied with the current operator. Furthermore, empirical results from this study reveal that customers were more loyal if they considered the price they were paying for the mobile services was equitable. Sensitivity to price differential, defined as the percentage of price difference offered by another operator that will induce the customer to switch is also positively, though less strongly, correlated with switching intention. Regarding the impact of switching costs on the intention to switch, the presence of high switching costs deter customers from switching and its impact is more pronounced among dissatisfied customers. Last but not least, age and usage characteristics including the monthly minutes of use, the number of years using mobile phones and staying with the current network operator have significant impact on switching intention. The research findings not only enrich our understanding of customer loyalty in the cellular market, but also generate useful managerial implications for the practitioners in the industry on churn management and retention strategies. An evaluation of the existing loyalty programs is made, it suggests that network operators should make use of innovative value-added services, handset trade-in programs and group calling plans to enhance c

O objetivo principal deste trabalho consiste em identificar, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm maior impactona retenção de clientes no serviço de telefonia celular. Foi realizada uma pesquisa de campo com uma amostra de 123 usuários do serviço de telefonia celular prestado por operadoras no estado do Rio de Janeiro. Inicialmente são discutidos os conceitos de satisfação, lealdade e retenção de clientes acompanhados pela identificação dos principais atributos destes elementos no serviço de telefoniacelular. Logo após é apresentado o modelo integrativo de Gerpott, Rams e Schindler (2001) que serviu de base para este trabalho. Depois é apresentada a metodologia utilizada nesta pesquisa seguida pelos resultados obtidos na pesquisa de campo. A análise dos dados confirma a existência de uma relação causal de dois estágios entre a satisfação, lealdade e retenção de clientes, na qual asatisfação é um atributo chave da lealdade que, por sua vez, é um determinante central da retenção de clientes. O estudo também identifica que o atendimento aos clientes, os benefícios pessoais que o serviço de telefonia celular oferecem, e a avaliação que os clientes fazem sobre os preços cobrados pelo serviço são, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm o maior impacto na retenção de clientes no serviço de telefonia celular.

This paper aims to investigate the relationship between factors affecting customer retention in the telecommunication industry. Customer satisfaction, customer trust and service quality are three identified factors affecting customer retention in the telecommunication industry.

Research Paper (undergraduate) from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, RWTH Aachen University (Lehrstuhl Wirtschaftswissenschaften f r Ingenieure und Naturwissenschaftler ), language: English, abstract: Only those companies that fully satisfy their customers will be able to maintain a top market position in the long run. Despite the fact that this rule has been known for a very long time, it has drastically gained in importance in the last years. The reasons are multifarious, but three main aspects can be named: the upswing of customer needs, exacerbating competition, and more complex market conditions. Rising customer demands can best be explained by a growing range of products competing against each other. In times of fierce competition, companies must deliver optimal products for the purpose of maintaining their competitiveness and strengthening their market positions. To ensure maximum customer loyalty, it is essential to know the status quo regarding the so called customer satisfaction and how consumer needs developed over time. This thesis presents the current state of research in the field of customer satisfaction measurement. In its macro-structure it can be divided into a theoretical and an empirical part. In the first one, the main measurement and calculation methods are described and discussed with focus on their capability to provide valid and reliable results concerning customer satisfaction. Chapter 2 sets the thematic framework by examining different conceptions of the formation of customer satisfaction. On this basis, a coarse presentation and categorization of prevalent measurement approaches is given. Not all of those approaches are up to today's standard of providing valid and reliable measures. Hence, in Chapter 3, only the promising subset of those approaches is further analyzed. Those methods are critically analyzed and assessed with the help o

This paper is an attempt to find the variables/factors that affect Customer Satisfaction Index for Rural Mobile Telecom Subscriber in India. The impact of various service parameters like Service Quality, Service Performance, Support services, Billing Services etc. on Customer Satisfaction Index has been analyzed.

This paper seeks to investigate the relationship amongst service experience, customer satisfaction and brand loyalty in the Ghanaian telecommunication industry. Students from Central University College Accra were selected randomly to respond to a questionnaire. Structural Equation Modeling (SEM) was used in analyzing the data. The study revealed that service quality significantly influences both customer satisfaction and brand loyalty; and also customer satisfaction significantly influences brand loyalty. Telecommunication firms and other firms which want to survive competition have to know what their customers want and satisfy them. Managers must also be aware that service quality must be measured in terms of customer satisfaction in order to enhance brand loyalty. This paper is one of the very few empirical researches conducted, that investigates the importance of service experience to customer satisfaction and brand loyalty in the telecommunication service industry in an emerging market economy. The findings, if well publicized, will encourage both scholars and professionals elsewhere to value the importance of using customer inputs in developing service innovation strategies in the telecommunication industry in emerging markets.

For a product to receive complete loyalty depends not only on the quality of the product but also on the satisfaction derived from such product. All three, loyalty, quality and satisfaction are significant factors that show how effective the customer service of an organization is. When customer service is effective then customer retention/ retention of product is considered. This study was carried out to investigate on the effectiveness of customer service in the retention of GSM SIM packs using a comparative analysis. Data were collected through the use of questionnaire administered to a determined sample size of users of the three major GSM service providers. Data were analyzed and the four hypotheses were tested using correlation and ANOVA. This study shows that with effective customer service, customer loyalty and customer satisfaction and customer retention can be achieved. Though it is observed that to achieve the aforementioned factors, concepts such as customer expectation, customer-focus and service quality should be regarded with utmost importance.