The mobile telecommunications industry continues to experience global growth, as manifested through the number of global mobile subscriptions. There are 6.8 billion mobile subscriptions globally and 3.4 billion mobile customers. The telecommunications industry is liberalized and considered one of the most competitive industries in the world. In the highly competitive mobile telecommunications industry, customer retention, not customer addition, is the focal point of business leaders. The general business problem was the continued inability of some business leaders to retain customers in a highly saturated market, which results in revenue erosion. The specific business problem was the limited knowledge of some telecommunications business leaders about effective strategies on how to retain telecommunications customers in a highly saturated market. The purpose of this qualitative, exploratory, multicase study was to explore effective strategies on how to retain telecom customers in a highly saturated market. During the data collection, 25 cognitive interviews were conducted with selected participants from Telecommunications Services of Trinidad and Tobago, a telecommunications company that operates in the highly saturated market in Trinidad and Tobago. In this study, the plan was to explore specific attributes that affect the retention of mobile phone customers in a highly saturated market. The top two customer retention considerations for telecom business leaders were value and customer service quality. Telecom business leaders should employ these two findings because they are the most effective strategies for customer retention in highly saturated telecommunications markets. This study on customer experience was the first part of a four-part study. Further research into the other three parts of this study, which are competition, the organization, and the environment, is necessary to provide a comprehensive holistic approach to customer retention in highly saturated telecommunications markets.
|Commitee:||Bearden, Frank, Settles, Tanya|
|Department:||School of Business and Technology Management|
|School Location:||United States -- Arizona|
|Source:||DAI-A 78/02(E), Dissertation Abstracts International|
|Subjects:||Management, Latin American Studies, Mass communications|
|Keywords:||Churn, Customer retention, Mobile, Saturated, Telecommunications, Trinidad and Tobago|
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