Abstract
The world is travelling in information era where information is the essential element for every individual, institution, society and country. Communication of information is done by every individual to perform their daily activities, so the mobile telecommunication service has become a basic need where everybody needs telecommunication services. From the latest MIS Report of Nepal Telecommunication Authority (NTA), Market Penetration Rate (MPR) for mobile service 134.41%, which clearly indicates that the number of mobile service users has surpassed the population, and this actually means, at least mathematically , that there are no more people who aren’t using a mobile service in the market. This also means that there are no new customers for mobile service as they must be a new customer to us churning out from some other mobile service provider. Additionally, the data of MPR above 100% means the mobile market has reached the saturation level. When a market becomes highly saturated it’s not only hard to find a new customer, but also costly to get a new customer. Now, the main focus of every company is about retention of customers. Customer retention will be more and more crucial for survival of the company in the mobile telecommunication sector in upcoming days. There are different factors of influence of a customer retention like price, service quality, promotion mix, innovation and customer care. This study will analyze the implementation of the factors of customer retention by Nepal Telecom.Int. J. Soc. Sc. Manage. Vol. 5, Issue-3: 89-97
Highlights
Background of the Subject Customer Retention is the process to hold customer for being churned and to make them repurchase our service repeatedly by satisfying them
Two to three questions related with each factors price,service quality, promotion mix, customer care and innovation of customer retention were asked in the mixed questionnaire to the existing customer of Nepal Telecom
Among the factor of influence of customer retention price is in favor in Nepal Telecom (NT) as 71 % of the customer thinks it has cheaper service than other
Summary
Background of the Subject Customer Retention is the process to hold customer for being churned and to make them repurchase our service repeatedly by satisfying them. Customer Retention was never an issue to Nepal Telecom before the telecommunications sector was liberalized and opened up to competition. In those days, even the unsatisfied customer had to stick to the only service providing company. The mobile telecommunication sector has numerous operators making the sector highly competitive among each others. Customers have choices to choose any operator they feel is right and valuable for them. The customer we have today may not remain with us forever until and unless we work to hold them. Once a market leader in mobile phone company NOKIA CEO Stephen told “we
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