What makes Consumer to Quit? Exploring the Dynamics of Consumer Churning Behaviour for Telecom Sector in Delhi-NCR

Exploring Customer Churning Behavior and Retention Strategies in the Telecom Sector

Abstract

Purpose: The telecom sector in India is going through a transformation face after the inception of Jio. The business strategies of Jio has forced its competitors to bring a drastic change in the entire marketing mix (product, price place promotion) of the companies to be able to sustain in the market. In the consequences, few of them have closed their operations and a few have merged. The one who is surviving knows the art of keeping its customers happy. This study is an attempt to explore the dynamics of consumer churning behaviour and prepare a model for retaining consumers for long term survival in the telecom sector of India.Methodology: The structured and semi self-administered questionnaire was developed to collect the data from Delhi NCR region. Before circulating the questionnaire, the validity & reliability was checked. It was circulated to around 2000 respondents through online out of which 486 responses finalised for the analysis. The proposed hypotheses checked by using multiple regression analysis.Findings: All proposed null hypotheses were rejected and the study confirms that customer would continue its services with the organization if he/she loyal to the service provider, satisfied with the services, there are high switching cost involved less alternative attractiveness and good customer relationship management practices.