Title: A three-dimensional approach to customer retention in mobile phone services

Authors: Rajeswari Murugan; G. Rajendran

Addresses: Department of Management Studies, College of Engineering Guindy, Anna University, CEG Campus, Chennai, 600025, India ' Department of Management Studies, College of Engineering Guindy, Anna University, CEG Campus, Chennai, 600025, India

Abstract: The purpose of this article is to deploy a three-dimensional approach in identifying customer retention strategies in the mobile phone services sector. The behavioural and the attitudinal approach measure the behavioural intention and the attitudinal intention of loyalty. The relational approach measures the effectiveness of building trust and commitment leading to favourable loyalty intentions. Customer satisfaction, perceived quality, trust, commitment, behavioural, and attitudinal intentions are the constructs used in the model in measuring loyalty leading to retention. Structural equation modelling has been used to test the relationship among the variables. Convenience sampling technique has been used to collect the data. A sample of 250 respondents was selected for the analysis from mobile phone users in an Indian city. The study finds that affective commitment plays a key role in establishing strong behavioural and attitudinal intentions that influence loyalty.

Keywords: customer retention; mobile phones; cell phones; trust; affective commitment; calculative commitment; customer satisfaction; perceived quality; loyalty intentions; benchmarks; India.

DOI: 10.1504/IJPMB.2013.058271

International Journal of Process Management and Benchmarking, 2013 Vol.3 No.4, pp.494 - 510

Available online: 11 Dec 2013 *

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