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American Journal of Marketing Research
Vol. 1, No. 2, 2015, pp. 28-36
http://www.aiscience.org/journal/ajmr
* Corresponding author
E-mail address: [email protected] (R. Q. Danish)
Factors Affecting Customer Retention in Telecom Sector of Pakistan
Rizwan Qaiser Danish1, *, Farid Ahmad1, Adeel Ateeq1, Hafiz Yasir Ali1,
Asad Afzal Humayon2
1Hailey College of Commerce, University of the Punjab, Lahore, Pakistan
2COMSATS Institute of Information Technology, Vehari, Pakistan
Abstract
Customer retention is the most important and essential element in telecommunication sector as it caught a great deal of
attention for marketing researchers in the last decade in Pakistan. Many service providers are losing their current customers
every year due to highly competitive environment. The purpose of this study is to analyse different factors which affect the
customer retention, such as satisfaction, trust, corporate image, commitment level, loyalty and switching behaviour of
customers. The data was collected through self-administered questionnaires distributed to customers of different service
providers. Overall 300 (response rate 68%) useable questionnaires were entered into SPSS and then AMOS was used for
analysis purpose. Measurement and structural models were developed in structural equation modeling. The results showed that
through Trust, Satisfaction and Loyalty customer retention is increased. Customers repurchase intentions are increased when
they are satisfied with company products and services and are getting emotional and functional benefits.
Keywords
Trust, Satisfaction, Customer Retention, Loyalty
Received: May 1, 2015 / Accepted: June 3, 2015 / Published online: July 8, 2015
@ 2015 The Authors. Published by American Institute of Science. This Open Access article is under the CC BY-NC license.
http://creativecommons.org/licenses/by-nc/4.0/
1. Introduction
Telecommunication sector is indispensable part of economic
growth for all the economies. In Pakistan, after independence
this sector remained under the government control for the
long term. The privatization was necessary for advancement
and development of telecom sector that created a more
competitive environment. If we compare Pakistan with other
countries developing economies we find that Pakistan is far
behind from others. The government monitors this sector
with the help of Pakistan telecommunication authority (PTA).
In 2000, deregulation policy is developed which leads toward
the development of the telecom sector. Telecom sector was
stated as industry in 2005. In present, five cellular operators
Warid, Telenor, Mobilink, Ufone, and Zong are working in
wide geographical areas of Pakistan. Mobilink GSM, a
subsidiary of Orascom telecom, starts operating in 1994. It
has 36 million subscribers and covers 10000 locations in
Pakistan. Ufone is growing day by day and its subscribers
reach to 23 million. Its 26% shares have an Emirates
Telecommunication Corporation (Etisalat).
Telenor is a subsidiary of Sweden which starts operating in
2005. It has 30 million subscribers and covers almost 1146
areas in Pakistan. Warid started operation in 2005 which is
Abu Dhabi Group. It has 12 million subscribers and covers
117 areas in Pakistan. Zong is a China mobile operator which
started in 2007 and covers 291 areas in Pakistan. At present,
this sector is going fast and changing day by day. Service
quality and delivery channel are more important in telecom
to maintain loyalty. In this field customer wants to get quality
service according to his expectation. If customers are
satisfied with service provider, it leads to more profitability
29 Rizwan Qaiser Danish et al.: Factors Affecting Customer Retention in Telecom Sector of Pakistan
and growth. The cellular industry is growing rapidly and has
entered into a more competitive and challenging environment.
It has also developed a large business industry such as
handsets, manufacturing and installation (Eccho, 2009).
Cellular industry now becomes part of daily life such as
education, business, health and entertainment.
Telecommunication structure rapidly changes in worldwide
due to advancement in technology. In this challenging
environment it is necessary for all service providers to retain
customers (Kalakota et al., 1996).
Nowadays telecom sector faces many difficulties due to
national and international competition in the market. The
number of service providers is increasing day by day which
will decrease new customers in specific providers. So
companies are more concerned with satisfying existing
customers and develop policy to retain them. Hence,
customer retention has a strong and significant relationship
with company success and future growth.
The research questions which are the focus of this article are
mentioned as below:
• What are the main factors which influence and determine
the customer retention in telecom sector of Pakistan?
• How to retain customers in the competitive environment
of telecom?
2. Literature Review
2.1. Customer Satisfaction (CS)
Customer satisfaction is defined as the customer reaction and
emotions towards expectation and performance appraisal
(Henning, Thurau&Hanse,2000). Customer satisfaction can
be demarcated with two basic concepts such as cumulative
satisfaction and transaction specific (Herrmann & Gustafson,
2002). Oliver (1999) defines it as satisfaction is the
consumption of the customer in pleasurable mood. High
customer satisfaction increases customer retention and
repurchase intentions (Anderson, 1998). According to market
literature, customer satisfaction can be measured through
customer loyalty and repurchase behaviour. Customer
satisfaction is also increasing the company success, customer
retention and long term competitiveness. Customer
satisfaction leads to lower cost of a future transaction, high
loyalty and increases the reputation of the company (Fornell
& Lehmann, 1994). According to many studies there is a
direct link between service quality and customer behaviours
(Reichheld & Sasser 1990; Anderson & Sullivan 1990).
Customer satisfaction has a greater influence to build up
customer repurchase behaviour (Taylor & Baker, 1994).
Satisfied customers are also informed his positive experience
with friends and relatives which develop company feat and
profit (Richens, 1983; File & Prince, 1992). Customer
satisfaction boosts the customer retention by improving
product and service performance (Witting & Bayer 1994).
According to Anderson and Mittal (2000) customer retention
can increase the profit of the company.
2.2. Trust
Trust is the most important element in the field of economics,
management, philosophy and psychology. Davis and
Schoorman (1995) elaborated that trust is willingness of one
party upon another party to act as expected and perform a
particular action. Trust has significant effect between long
term relationships and customer loyalty (Berry, 1995; Bowen
& Shoemaker, 2003; Chu, 2009). Aydin and Ozar (2005)
explain that mobile service providers can develop subscriber
loyalty by raising service quality, establish trust and making
attractive option. Ling and Wang (2005) explained that trust
and perceived value have a positive effect on customer
retention and customer loyalty. According to Gaunaras (2003)
trust is an essential part in all types of relationships. In short,
trust have a positive effect on loyalty, outcomes and
repurchase behaviour (Doney et al.., 2007). Trust is also used
to develop a relationship between two parties which leads to
retention behaviour. When we study retention elements in
service sector it is linked to satisfaction, trust and
commitment (Garbarino & Johnson, 1999). The researchers
may also conclude that service quality, corporate image, trust
and switching cost are those elements which are antecedents
of customer retention and loyalty.
2.3. Customer Retention
Customer retention is a process which makes customers loyal
towards specific company and repurchase product from this
company (Cannie, 1994; Naumann, 1994). Mostly companies
gain benefits from retention in form of profit, lower cost and
long lasting benefits. Retention is only one element that
increases profit from 5% to 85% (Zeithmal, 1996). Customer
retention and satisfaction have nonlinear relationship. If the
customer is satisfied from the company it leads to retention
and dissatisfaction also greater negative impact on retention.
Customer retention has financial impact on company which
is based on the assumption that obtaining new customers are
costly than retaining existing customer because for new
customer different expenses occurred like advertising,
operating expense and promotion (Anderson & Sullivan,
1990; Reichheld & Sasser, 1990). Rose (1990) explained that
those customers who retain the company for 10 years provide
more profit for the company than a customer who spend 5
years in the company. As we know those mobile networks
rapidly change day by day with increasing subscribers so
retention is essential elements for mobile service providers
American Journal of Marketing Research Vol. 1, No. 2, 2015, pp. 28-36 30
(Kim & Yoon, 2004). Retention and acquiring new customers
is used for revenue and enhance market share of company
(Rust, Zohorik & Keiningham 1995). Retention not only
enhances market share growth but also reduce the cost
(Fornell & Wernerfelt, 1987).
2.4. Commitment
Commitment is an important element to create a successful
relationship between two parties. This concept is valid by
many scholars (Bansal et al., 2004; Sanchez & Iniesta, 2004;
Hess & Story, 2005) who explain that commitment affects
the customer retention. Moorman et al. (1992) define that
commitment is an important element in customer retention
and argue that “it is a long term desire to maintain a valued
relationship”. Commitment is influenced by the level of trust
because when trust exists and parties has confidence they
will not make commitment with other parties. Furthermore,
commitment is a part which develops long term relationship
and maintains customer loyalty (Sanchez & Iniesta, 2004).
Previous study indebted that commitment is playing an
essential role in retention behaviour and defines consumer
issues (Lachman et al., 1979). Commitment has two
dimensions: affective commitment and calculative
commitment calculative commitment are economically based
and most rational due to switching costs but affective
commitment is emotional based which involve personal
attachment of customer with a company (Garbarino &
Johnson 1999; Morgan & Hunt 1994). Commitment has not
significant effect on trust and dependence. Quality is an
essential part in creating affective commitment in future.
When a customer gets quality service from organization it
increases satisfaction level and leads to affective commitment.
2.5. Switching Costs
Switching cost is shifting of consumer from one company to
another company (Mouri, 2005). Customer switching to
others company has many reasons like price constraint, taste,
innovation and behaviour. Switching cost will change the
customer decision regarding particular organization. Roos
(1999) explains that switching cost is occurred when
customer change service provider fully and partially.
Customer switching behaviour is changing due to price,
trouble, ethical behaviour, competition, promotion, packages,
brand loyalty, corporate image and advertisement. Earlier
studies have explained that switching cost has positive
impact on customer loyalty (Sharma, Patterson, 2000;
Sharma, 2003). Earlier studies concluded that switching cost
involves those costs which occur due to change product and
service. In the business field switching cost is related to
consumer repurchase intentions. There is a positive
correlation between switching cost and consumer repurchase
intentions. Switching cost develop a link between customer
loyalty and satisfaction (Jonathan et al., 2001). Fornell (1992)
described that switching cost has influenced the relationship
between customer loyalty and satisfaction. In telecom sector
it occurs when the customer is moving from one Service
Company to another due to trust, loyalty and change in price
or company brand.
2.6. Customer Loyalty
In telecom, loyalty is explained as a positive attitude toward
particular service provider which leads to repurchase
behaviour with the same organization (Fornell et al., 1996).
Customer loyalty has a positive effect on attitude and
behaviour which related to repurchasing of particular product
of organization (Chu, 2009). Customer loyalty is considered
as a competitive advantage for business (Lin & Wang, 2006).
Loyalty is measured through repurchase intention,
recommending product and tolerance toward price (Kim &
Yoon, 2004). Customer loyalty is affected by customer
emotional states (Gundlach et al. 1995; Kumar et al.
1995).Trust is also an important factor which has a positive
impact on loyalty as well as customer behaviour and
attitudinal loyalty. The lack of customer trust has negative
impact on customer loyalty. Brand loyalty is very
constructive for company because it develops long term
relationships and repurchases behaviour (Assael, 1992).
Studies proved that customer loyalty boost revenue and
company growth.
2.7. Corporate Image
Corporate image is a perception in the customer's mind that
reflects organization. The corporate image is also defined as
overall impression which is made in customer mind towards
organization (Barich& Kotler, 1991). Doane and Zinkhan
(1990) explained that corporate image is an emotional
interpretation which consists of beliefs and feelings. Service
quality is positively correlated with corporate image. Ozer
(2004) explains that corporate image is built up in customer
mind due to better service and experience getting from the
organization. Customer loyalty has a direct positive
relationship with corporate image in telecommunication,
retailing and the education sector. According to perceived
quality model (Gronroos, 1988) perceived quality is a
relationship of expected quality which is developed through
communication skill, image, customer needs and experience
quality. Many studies proved that when a company provides
better services to customers it satisfies consumers and have a
positive effect on organizational image. According to De
Ruyter and Wetzels (2000) corporate image is a tool which
measures organization credibility, quality and behaviour
loyalty.
31 Rizwan Qaiser Danish et al.: Factors Affecting Customer Retention in Telecom Sector of Pakistan
On the basis of above arguments following hypotheses
emerge;
• H1: There is a relationship between satisfaction and
customer retention.
• H2: There is a relationship between trust and customer
retention.
• H3: There is a relationship between commitment and
customer retention.
• H4: There is a relationship between switching cost and
customer retention.
• H5: There is a relationship between customer loyalty and
customer retention.
• H6: There is a relationship between corporate image and
customer retention.
Figure 1. Proposed Model.
3. Methodology
In this study, population consists of telecommunication sector
customers of Pakistan from different service providers
(Warid, Telenor, Mobilink, Ufone and Zong). Self
administered questionnaires were used for collecting data
from respondents and due to lack of time, money and
resources used 304was final useable sample size through
convenience sampling. The questionnaire consists of ten
parts. In the first part information regarding gender, age,
marital status and service provider which customers are
currently using were required. In our questionnaire we used
Likert scale (1 for strongly agree, 2 for agree, 3 for neither, 4
for disagree and 5 for strongly disagree). The second part
consists of questions about customer satisfaction regarding
telecom services. In the third part of the questionnaire trust
level of customer toward telecom was measured. The fourth
part of questionnaire described the affective commitment
regarding customer toward telecom. In the next parts
calculative commitment, corporate image, switching cost, the
behaviour loyalty and attitudinal loyalty of customers toward
telecom sector were measured. In the last part of the
questionnaire, customer retention was assessed.
3.1. Data Screening
Approximately 500 questionnaires were distributed telecom
sector. 340 questionnaires were return back, out of which 36
questionnaires were rejected due to incomplete response on
major variables. So we used 304 questionnaires which were
entered in SPSS for analysis and used in AMOS. The useable
response rate was 68%. To check the multivariate outliers in
data, Mahalabonis d test was used. After running the
Mahalabonis test 4 questionnaires were discarded from data
due to high distance (p less than 0.001).
3.2. Data Processing
The statistical tools in which SPSS 18 (Statistical Package
for the Social Science) and (AMOS 18) were used to analyse
the data. The different statistical tests were performed in
SPSS and CFA (Confirmatory Factor Analysis) was
performed in AMOS.
3.3. Descriptive Statistics
In this research we used mean and standard deviation which
help to describe, compare and analyse the data. The standard
deviation is described that how close our data around the
mean values. Cronbach alpha (α) was used to check the result
and internal consistency of data. The internal consistency is
used to check how variables are correlated with each other. In
basic research the range of Cronbach alpha coefficient lies
between 0.5 to 0.6, while 0.8 and higher value of Cronbach
alpha coefficient is more important or ideal (Nunnally &
American Journal of Marketing Research Vol. 1, No. 2, 2015, pp. 28-36 32
Bernstein, 2010). Correlation helps to measure the linear
relationship among variables. When two or more variables
are varying together there is positive or negative correlation.
Confirmatory factor analysis is used to locate a small set of
latent variables which explain the covariance between a
larger set of manifest variables (also called observed
variables). This technique is used by the researchers to
analysis different hypotheses of study and show relationship
among the manifest variables and also underlying
unobserved constructs. CFI (comparative fit index) is used as
a discrepancy function for sample size. Its range is between
from 0-1 and largest values explain the better fitness of the
model. According to Hu and Bentler (1999) CFI value of
0.90 or greater is used for acceptable of model fitness.
RMSEA (Root Mean Square Error of Approximation) is
related to residual in the model. Its range lies between 0-1
and its smaller value explains the better fitness of the model.
For model fitness we used 0.06 or less value of RMSEA (Hu
& Bentler, 1999).
4. Findings
Among 300 respondents of this study, gender shows 203
Male (67.7%) and 97 Females (32.3%). 2.3% were from 20
or less years of age, 31.3% lies in 20-24 years of age, 36.7%
from 25-29 years of age, 23% from 30-39 years of age, and
4.3% show age between 40-49 years, 1.3% from 50-59 years
of age and only 1% are of 60 and above age. Married
respondents are 26.3% and 73.7% are single. Among service
providers in 16.3% respondents are from Warid, 16.7%
Telenor, 25.3% Mobilink, 32.3% Ufone and 9.3% of Zong.
Table 1. Mean, Standard Deviation and Pearson Correlation among variables (N=300).
Mean S.D CS TR AF CC CI SC BL AL CR
Satisfaction 2.793 .2707 0.660
Trust 2.017 .5296 .206** 0.739
Affective
Commitment 2.653 .3957 .441** .338** 0.554
Calculative
commitment 3.123 .8218 .433** -.092 .027 0.864
Corporate image 1.844 .4235 .167** .366** .262** -.098 0.519
Switching cost 2.228 .4002 .277** .457** .387** .193** .340** 0.585
Behaviour
Loyalty 2.647 .6691 .386** .067 .062 .720** -.138* .282** 0.682
Attitude loyalty 2.233 .4803 .247** .026 .120* .581** -.073 .190** .655** 0.510
Retention 1.803 .4668 .163** .181** .181** .097 .363** .450** .073 .192** 0.739
**Correlation is significant at the 0.01 level (2-tailed), *Correlation is significant at the 0.05 level (2-tailed), Reliability of each variable is mentioned in the
table diagonally.
Mean values define the average of all responses in a variable,
which explain that its values lies between 1 and 2 in majority
which represent that mostly respondents shows agreements
with the statements. Standard deviation shows the
distribution of responses around the mean and its result can
vary from estimated results. The mean value of satisfaction is
2.793 and standard deviation. 2707 which indicates that
mostly respondent are agree and satisfied with mobile
network. The values of trust with Mean 2.017 and SD. 5296
show that the customer has trust on company policy and
procedure. The level of customer’s commitment to the
company has Mean values 2.653 and SD. 3957. The mean
values of corporate image are 1.844 and SD. 4235 which
explain that the company has a good image in the market and
among customers. The mean values of switching are 2.228
and SD is .4002. Behaviour loyalty has mean values 2.647
and SD. 6691 which indicates that customers are loyal with
company policy. Attitude loyalty has mean values 2.233 and
SD. 4803. The mean value of customer retention is 1.803 and
SD. 4668 which indicate that mostly customers are satisfied
from company and they also want to retain with them in
future.
The variable-wise reliability depicts as follows: Satisfaction’s
5 items reliability is 0.660, trust’s 6 items reliability is 0.739,
affective commitment’s 5 items reliability is 0.554,
calculative commitment’s 2 items reliability is 0.864,
corporate image’s 4 items reliability is 0.519, switching
cost’s 6 items reliability is 0.585, behaviour loyalty’s 5 items
reliability is 0.682, attitude loyalty’s 5 items reliability is
0.510 and customer retention’s 3 items reliability is 0.739
respectively. All of these are acceptable as they are above
than the acceptable criteria of reliability.
The structural model in figure 3 has CMIN/DF= 1.995,
RMR=0.007, GFI =0.980, AGFI=0.935, RMESA=0.058 and
PCLOSE 0.309. The overall model is a good fit. All the
values are below (for RMESA, CMIN/DF) and above (for fit
indexes) the threshold values as suggested by Hu and Bentler
33 Rizwan Qaiser Danish et al.: Factors Affecting Customer Retention in Telecom Sector of Pakistan
(1999). While the AGFI and GFI are significantly influenced
by the sample size so the RMESA are measured more
appropriate for model explanation. The value of RMESA
below .06 and close to 0.00 shows good fit.
Figure 2. Confirmatory Factor Analysis.
Figure 3. Structural Model.
American Journal of Marketing Research Vol. 1, No. 2, 2015, pp. 28-36 34
Table 2. Standardized Regression Weights.
Variables
Estimate
Cost <--- Calculative commitment .223
Cost <--- Affective Commitment .248
Cost <--- Trust .394
Corporate image <--- Trust .211
Corporate image <--- Switching cost .241
Corporate image <--- Calculative commitment -.185
Corporate image <--- Satisfaction .137
Attitude <--- Calculative commitment 3.055
Attitude <--- Corporate image -.580
Attitude <--- Switching cost .853
Retention <--- Corporate image .234
Retention <--- Switching cost .369
Retention <--- Attitude loyalty .242
Retention <--- Behaviour Loyalty -.157
Attitude loyalty <--- Behaviour Loyalty -3.744
Behaviour Loyalty <--- Attitude loyalty 1.274
5. Discussion
In the competitive environment it is necessary for all service
providers to retain customers and reduce churn rate. In this
study we discussed those factors which have strong
relationships with customer retention and these factors
included customer satisfaction, trust, affective commitment,
and calculative commitment, corporate image, switching,
cost behaviour, loyalty and attitudinal loyalty. Results
indicate that the satisfaction has a positive relationship with
customer retention because only those customers are using
company products and services which currently satisfied
from the company. Customer retention is not possible
without satisfaction. Trust is also playing an important role to
achieve retention level. In our analysis of correlation it shows
positive and significant relationship with retention. In
previous literature it is stated that “No business is possible
without trust”. In the analysis of switching cost we know that
it has not shown much correlation with customer retention as
well as trust and satisfaction. So, switching cost has less
importance in telecom because when a customer is not
satisfied from the company than without considering the
price they switch to another company.
In case of corporate image it has a significance relationship
with customer retention because mostly customer attracts
with image of organization in the market. Regarding
commitment factor, finding indicates that commitment has a
positive impact on customer retention. The level of
commitment is varying from customer to customer which
depend upon company product and services. Evidence shows
that customer loyalty toward service provider is foremost
focus on creating long term relationships with a company.
Customer loyalty helps to build confidence inside customer
and develop relationships. After analysing these different
factors which affect customer retention we conclude that
customer retention is the influence of all these factors but
satisfaction has most important element to retain customer in
future.
• Based upon the above discussion, we get the following
conclusion regarding customer retention toward
telecommunication:
• In service provider customer satisfaction has a positive
influence upon customer retention
• Trust has a positive impact on customer retention in
telecommunication sector
• In service provider affective commitment and calculative
commitment have significant and positive relationship
with customer retention
• In service provider corporate image has a positive impact
on customer retention
• In service provider customer loyalty has a positive
influence on customer retention
• Switching cost has also impacted on customer retention in
telecommunication sector
Recommendations
• In telecom sector customer care is essential element for
customer retention because customers want solution of the
problem timely and they also want to get feedback so if
company arranges a system which quickly response to
customer then it will helps to retain customers.
• If companies provide free packages like free minutes
promotion, free GPRS, free calls and SMS, it will attract
customers also help to enhance customer retention.
• If companies provide strong signals and good coverage
areas for all customers it will satisfy customers who will
also encourage his friends and family to use the same
connection in future. If the company will not provide good
signals, customer will switch to another company.
• Effective communication has also enhanced the customer
retention because if a company makes strong
communication with its clients, it helps in creating a long
term relationship.
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