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ENHANCING CUSTOMER RETENTION IN THE MOBILE INDUSTRY: A PROBLEM-SOLVING APPROACH

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Pubblicato in:Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior vol. 38, no. 1 (2025), p. 149-169
Autore principale: Savard, Martin
Altri autori: Telahigue, Issam
Pubblicazione:
Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Soggetti:
Problem solving
Customer services
Complaints
Marketing
Brand loyalty
User behavior
Customer satisfaction
Regression analysis
Testing laboratories
Telecommunications industry
Employees
Social networks
Market research
Variables
Customer retention
Market strategy
Customer relations
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Abstract:This paper addresses the challenge of enhancing customer retention in the mobile industry through a problem-solving approach. It advocates for a balanced strategy that shifts emphasis from costly acquisition-focused marketing efforts to more cost-effective customer retention initiatives, grounded in the commitment-trust theory of relationship marketing (Morgan & Hunt, 1996). The current study extends this framework by incorporating predictive modeling based on transactional data from mobile users' problem experiences. A web-based survey was conducted to evaluate the impact of disruptive events on customer retention. Using Binary Logistic Regression analysis, the study identifies key variables affecting customer retention in a hierarchical order, including the type of service problem, the communication channel used for lodging complaints, the frequency of issues, and the level of trust. Moreover, this study introduces a data-based transactional metric, the Net Problem Score (NPS) designed to support proactive recovery strategies and reduce potential customer churn, especially among high-value customers, before negative feedback proliferates on social media. The paper concludes with managerial implications, highlighting the importance of enhancing employees" problem-solving and relational skills to strengthen customer retention efforts.
ISSN:0899-8620
Fonte:ABI/INFORM Global