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

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Publicado en:Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior vol. 38, no. 1 (2025), p. 149-169
Autor principal: Savard, Martin
Otros Autores: Telahigue, Issam
Publicado:
Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Materias:
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
Acceso en línea:Citation/Abstract
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Resumen: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
Fuente:ABI/INFORM Global