Customer Satisfaction and Retention in Nepalese Telecom Companies

Prakash S Shrestha

doi:10.7176/ejbm/12-27-15

Abstract

The purpose of this research is to investigate the relationship between customer satisfaction and customer retention with special regard to Nepal's telecom industry. Data was collected through a field survey of Telecom customers in five major districts of Nepal (including Bhaktapur, Kathmandu, Lalitpur, Kaski, and Kavre). A total of 500 questionnaires were distributed to the service users of NTC and Ncell. 78.20 percent usable responses were obtained. For calculating the responses a five-point Likert scale was used. The result shows that the overall degree of customer satisfaction is sufficient across all measurements. It also shows that the customer retention level is both acceptable and satisfactory. The findings also show that all customer satisfaction dimensions in terms of product quality, price structure, service delivery, and staff attitude have a significant and positive relationship with customer retention. Our companies need to focus on their customer satisfaction and retention to keep their business successful in this highly competitive environment. The results of this study are helpful to strike our companies to pay attention to the issues of customer satisfaction and retention. Keywords: Customers, Relationship, Retention, Satisfaction, Telecom DOI: 10.7176/EJBM/12-27-15 Publication date: September 30 th 2020

Highlights

Any business organization's success depends on customers, their satisfaction, and their effectiveness in maintaining them
The analyses reveal that all the dimensions of customer satisfaction have a significant and positive relationship with customer retention
The purpose of this study is to investigate the relationship between customer satisfaction and retention

Summary

Introduction

Any business organization's success depends on customers, their satisfaction, and their effectiveness in maintaining them. Customer satisfaction means that the needs of consumers are addressed, that their concerns are treated, and that they are pleased with their experience of the business and its products or services. It makes customers happy (Shrestha, 2019). Customer retention applies to the case of consumers returning to the company after their first transaction and continuing to buy on a regular basis. There is a strong relationship between customer satisfaction and retention, where the building and retaining a loyal customer base is a key strategy (Ennew, Binks, & Chiplin, 2015). Hansemark and Albinsson (2004) have argued a clear link between these two aspects of the relationship approach to marketing

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