Minimization of Customer Churn in the Mobile Telecommunication Industry in Zambia: A Case of MTN Zambia

Nancy Sichone and Attridge Mwelwa
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Nancy Sichone: University of Zambia, Zambia
Attridge Mwelwa: University of Zambia, Zambia

East African Finance Journal, 2026, vol. 5, issue 1

Abstract: This study examines strategies for minimizing customer churn in the mobile telecommunications industry in Zambia, focusing on MTN Zambia. Using a mixed-methods research design, data were collected from 85 respondents comprising current and former customers as well as key stakeholders within MTN’s marketing and customer churn departments. Quantitative data were analysed using descriptive and inferential statistics, while qualitative data were analysed thematically. Findings reveal that network quality, pricing dissatisfaction, and frequent service disruptions are major contributors to customer churn. Regression results indicate that poor service quality and customer service experience significantly increase churn, while price competitiveness reduces it. The study concludes that improving network coverage, enhancing customer service quality, and refining pricing and promotional strategies are critical to reducing churn and strengthening customer loyalty.

Keywords: Minimization; customer churn; mobile telecommunication industry; Zambia (search for similar items in EconPapers)
JEL-codes: L96 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:eafjke:2026-01

DOI: 10.59413/eafj/v5.i1.1

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