Factors Affecting Customer Retention Among Cell Phone Users

Subject Areas : Jounal of Marketing Management

Gh. Ansariranani ¹ , M. Mohamadian ² , A. Sina Ghods, ³

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Received: 2013-09-21 Accepted : 2013-09-21 Published : 2010-09-23

Keywords: Customer retention, Brand Switching Barriers, Customer Satisfaction, Affect, services, Cell Phone Service Provider,

Abstract :

Cell phone service providers are one of the most important services industries. Considering the competitive and growing market, and the fact that the cost of gaining a new customer is much more than keeping one, understanding the elements of customer retention is essential for cell phone service providers. Based on the work of Richarme (2007), this paper presents a survey that examines the variables of customer retention, including customer satisfaction, brand switching barriers, and affect. The results are based on a survey which was conducted during the late summer and early fall of 1388 in the cell phone and SIM card trade center of Tehran. The statistical population is the people of Tehran, and the statistical sample is those who were in the aforementioned place having the intent to change. The results of this research demonstrate the existence of meaningful relations among all variables. It is suggested to providers use the results of this work to analyze customer behavior and set their marketing plans accordingly. The results may be used in other services industries.