Customer resistance to churn in a mature mobile telecommunications market

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Effective customer retention is critical for company survival, especially in a mature mobile telecommunications market. To build on customer retention research, we propose an integrative model capturing the dual relational mechanisms that explain customer resistance to churn. We empirically test the model using data from 815 subscribers who have stayed with their mobile network operators for more than three years. The results show that two contrasting mechanisms, dedication-based and constraint-based relationships, simultaneously determine customer resistance to churn. The constraints of procedural, financial, and relational costs significantly influence perceived risk, while dedication factors of economy-based and identification-based trust significantly influence commitment.
Publisher
INDERSCIENCE ENTERPRISES LTD
Issue Date
2020-01
Language
English
Article Type
Article
Citation

INTERNATIONAL JOURNAL OF MOBILE COMMUNICATIONS, v.18, no.1, pp.41 - 66

ISSN
1470-949X
DOI
10.1504/IJMC.2020.104421
URI
http://hdl.handle.net/10203/271869
Appears in Collection
MG-Journal Papers(저널논문)
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