AN EMPIRICAL STUDY TO IDENTIFY THE CAUSES OF CUSTOMER CHURN IN THE TELECOMMUNICATION INDUSTRY AND CUSTOMER LOYALTY

Abstract

Telecommunication is one of the major and indispensable industry that delivers technological foundation for societal communications and it has impacted each aspect of our lives across the world. Customers can easily subscribe to any of the network providers. Generally, a customer could switch from one network service provider to another due to lack of customer loyalty. Therefore, customer churn analysis is a core research topic in recent years. Further, the problem domain was identified using a targeted audience via conducting industrial survey such as questionnaires and interviews. The analysis report revealed the poor excellence in billing services, hassle in complaints, absence of customer loyalty and lack of transparency gap between “Business Intelligent Analyst” and “Business Unit User” to communicate via system. Requirements were elicited to design and develop the “TCM” solution. The solution suggested contains both information technology and business aspects to rectify the identified issues. Additionally, telecommunication users will be able to predict the churn customers through the application while business units could be able to create the campaign for predicted customer base to increase the customer loyalty. In a nutshell, the application will increase the efficiency, effectiveness and productivity of the application users as well as digitize the process to create the campaign without any difficulty. The proposed application was evaluated by field experts receiving positive feedback and was concluded with the recommendation and future works of the application