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Determinants of Customers Churn in Emerging Telecom Markets: A Study Of Indian Cellular Subscribers

Kavita Pathak|Sanjay Rastogi
한국마케팅과학회 (Korean Scholars of Marketing Science)|2007.12|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제17권 제4호|pp. 91-111

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키워드

Customer SatisfactionCustomers ChurnIndian Cellular SubscriberEmerging Telecom MarketAttitude towards the Service Provider
주제분류경영학

초록

Marketing is said to be a zero sum game i.e. each gain of customer for a firm is always at the expense of some other firm’s customers. Therefore in a marketplace churn is a natural occurrence. Churn in Indian telecom market is among the highest in growing telecom markets. By using binary logistics regression analysis based models based covering a sample of 822 Indian telecom subscribers; this paper attempts to examine the determinants of churn. The future churn is found to be dependent on satisfaction level of the customer with the service provider, attitude and loyalty of the customer variables, intended churn (i.e. intention to churn) and current loyalty (defined as intention to recommend) and distraction (i.e. intention to experiment).

Abstract

Marketing is said to be a zero sum game i.e. each gain of customer for a firm is always at the expense of some other firm’s customers. Therefore in a marketplace churn is a natural occurrence. Churn in Indian telecom market is among the highest in growing telecom markets. By using binary logistics regression analysis based models based covering a sample of 822 Indian telecom subscribers; this paper attempts to examine the determinants of churn. The future churn is found to be dependent on satisfaction level of the customer with the service provider, attitude and loyalty of the customer variables, intended churn (i.e. intention to churn) and current loyalty (defined as intention to recommend) and distraction (i.e. intention to experiment).

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