Title: An empirical study on the cellular subscribers churn, selection factors and satisfaction with the services

Authors: Richa Misra; Sonali Singh; Renuka Mahajan

Addresses: Jaipuria Institute of Management, Sec-62, Noida, India ' Jaipuria Institute of Management, Sec-62, Noida, India ' Jaipuria Institute of Management, Sec-62, Noida, India

Abstract: With mobile phones becoming smarter, almost all operating systems are downloading and using data. Cellular service providers are concerned with decline in revenue due to constant decline in voice call and text messages and consequently more options of moving to competitor. This leads to building of a model that describes the critical factor explaining the switching of subscriber, to understand the factors for customer churn and identify the relationships between these three constructs with respect to higher mobile data usage. In order to validate the proposed relationship, Confirmatory Factor Analysis using Structure Equation Modelling is used. Findings indicate that one of the important construct of selecting a service provider is customer's satisfactory experience with the service provider. Also, it has been found that the significance of data services is constantly increasing for the subscribers. These findings will be useful to both service providers and researchers to comprehend the service quality parameters considering mobile subscribers view point. This can help to re-look the existing benchmarks and increase customer satisfaction.

Keywords: customer satisfaction; churn; service quality; data services; mobile; cellular; customer preference; customer expectation; churning factors; selection of service provider; customer retention.

DOI: 10.1504/IJPD.2019.099209

International Journal of Product Development, 2019 Vol.23 No.2/3, pp.105 - 121

Received: 12 Jan 2018
Accepted: 01 Oct 2018

Published online: 19 Apr 2019 *

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