Title: Customer experience and associated customer behaviour in end user devices and technologies (smartphones, mobile internet, mobile financial services)

Authors: Sujata Joshi; Sanjay Bhatia; Kiran Raikar; Harmanpreet Pall

Addresses: Symbiosis Institute of Telecom Management, Symbiosis International University, Pune 412115, India ' Delivery Cross Group, Amdocs, Pune, India ' Symbiosis Institute of Telecom Management, Symbiosis International University, Pune 412115, India ' Symbiosis Institute of Telecom Management, Symbiosis International University, Pune 412115, India

Abstract: This research paper proposes to establish the relationship between customer experience and customer behavioural intentions of churn, advocacy, cross-sell, up-sell and complaint for cellular service providers for end user devices and technologies like smartphones, mobile internet and mobile financial services. The method adopted incorporates various determinants across the customer lifecycle which are sufficient in defining customer experience holistically. A primary survey was conducted on 5,231 respondents by means of a questionnaire along with personal interviews. Data was analysed using descriptive analysis as well as through statistical backing of logistic regression tests. Results indicate that there is a significant relationship between customer experience of smartphone users and mobile financial services users and their customer behavioural intentions of advocacy, churn, cross-sell, up-sell and complaints. The implications of this research can prove useful for cellular service providers in formulating their marketing strategy, cross-sell and up-sell strategy, churn management strategy and customer acquisition/retention strategy.

Keywords: customer experience; customer behaviour; behavioural intentions; smartphones; mobile internet; mobile financial services; churn management; advocacy; cross-selling; up-selling; complaints; cellular service providers; CSP; m-services; mobile services; marketing strategy; customer acquisition strategy; customer retention strategy.

DOI: 10.1504/IJHPCN.2017.083209

International Journal of High Performance Computing and Networking, 2017 Vol.10 No.1/2, pp.118 - 126

Available online: 13 Mar 2017 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article