Abstract:
The aim of this research study is to evaluate the factors influencing the customer
retention in the mobile telecommunication industry in Colombo district of Sri Lanka.
This study adds many other supporting materials especially for the literature review.
Moreover, the conceptual model used in this study also supports to find the influence
of the factors on customer retention. An in-depth interview and a questionnaire survey
have been done by the researchers ingus100 retained customers. The data were
collected from the customers in Colombo who have obtained 10 years services with
the same telecommunication company, based on the convenience sampling method.
The data is analyzed through regression analysis with the help of the SPSS version
16.0. Out of four variables, it is found that service quality, payment equity and
effective commitment have the influence on the customer retention. However, the
fourth variable-loyalty program has no significant influence on the customer
retention. The findings can help the service providers to identify the impact of loyalty
program, service quality, payment equity and effective commitment toward the
customer retention. This current study has its own limitation since this research is
only conducted in Colombo district. Therefore, future studies can be extended to other
districts in Sri Lanka with a large sample.
