Author(s) :

Afzal Husain .

Volume/Issue :

Abstract :

In the highly competitive and rapidly evolving telecom industry, retaining existing customers has become more critical than ever. As telecom markets approach saturation, acquiring new users becomes increasingly expensive, shifting strategic focus toward customer retention. This research investigates the key factors that influence customer retention in the Indian telecom sector and evaluates the effectiveness of strategies employed by telecom service providers to reduce churn and build long-term customer loyalty. The study employs a mixed-method approach, primarily guided by exploratory and descriptive research designs. Data was collected through a self-administered online survey targeting active telecom users across different regions and demographic groups in India. The questionnaire focused on service quality, pricing, customer support, digital engagement, loyalty programs, and overall customer experience. Hypotheses were developed to examine relationships between these variables and retention outcomes. Additionally, a case study on Jio’s disruptive low-cost strategy provided insights into how pricing and innovation influence loyalty at scale. Key findings suggest that service quality, affordability, transparent pricing, and proactive customer support significantly enhance customer satisfaction and retention. The study also reveals that customers engaged through loyalty programs and personalized digital interactions are less likely to switch providers. However, poor complaint resolution and inconsistent network performance remain major triggers for churn. Predictive analytics and CRM tools were found to have a growing impact on improving retention rates by enabling proactive issue resolution and personalized offerings. Despite its valuable insights, the research acknowledges limitations such as sample size constraints, potential response bias, and the urban-centric nature of the data. Nonetheless, it contributes meaningfully to both academic literature and industry practice by identifying actionable strategies that telecom operators can adopt to improve customer loyalty and long term profitability. The report concludes with managerial recommendations and directions for future research, emphasizing the importance of customer-centric innovation and continuous service improvement in sustaining competitive advantage in the telecom industry.

No. of Downloads :

0