ENHANCING CUSTOMER RETENTION IN THE MOBILE INDUSTRY: A PROBLEM-SOLVING APPROACH
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| Publicat a: | Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior vol. 38, no. 1 (2025), p. 149-169 |
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Consumer Satisfaction, Dissatisfaction and Complaining Behavior
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| Accés en línia: | Citation/Abstract Full Text Full Text - PDF |
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| 045 | 2 | |b d20250101 |b d20251231 | |
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| 100 | 1 | |a Savard, Martin |u Université du Québec en Outaouais, Canada | |
| 245 | 1 | |a ENHANCING CUSTOMER RETENTION IN THE MOBILE INDUSTRY: A PROBLEM-SOLVING APPROACH | |
| 260 | |b Consumer Satisfaction, Dissatisfaction and Complaining Behavior |c 2025 | ||
| 513 | |a Journal Article | ||
| 520 | 3 | |a 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. | |
| 653 | |a Problem solving | ||
| 653 | |a Customer services | ||
| 653 | |a Complaints | ||
| 653 | |a Marketing | ||
| 653 | |a Brand loyalty | ||
| 653 | |a User behavior | ||
| 653 | |a Customer satisfaction | ||
| 653 | |a Regression analysis | ||
| 653 | |a Testing laboratories | ||
| 653 | |a Telecommunications industry | ||
| 653 | |a Employees | ||
| 653 | |a Social networks | ||
| 653 | |a Market research | ||
| 653 | |a Variables | ||
| 653 | |a Customer retention | ||
| 653 | |a Market strategy | ||
| 653 | |a Customer relations | ||
| 700 | 1 | |a Telahigue, Issam |u Université du Québec en Outaouais, Canada | |
| 773 | 0 | |t Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior |g vol. 38, no. 1 (2025), p. 149-169 | |
| 786 | 0 | |d ProQuest |t ABI/INFORM Global | |
| 856 | 4 | 1 | |3 Citation/Abstract |u https://www.proquest.com/docview/3245448047/abstract/embedded/L8HZQI7Z43R0LA5T?source=fedsrch |
| 856 | 4 | 0 | |3 Full Text |u https://www.proquest.com/docview/3245448047/fulltext/embedded/L8HZQI7Z43R0LA5T?source=fedsrch |
| 856 | 4 | 0 | |3 Full Text - PDF |u https://www.proquest.com/docview/3245448047/fulltextPDF/embedded/L8HZQI7Z43R0LA5T?source=fedsrch |