Giant fight: Customer churn prediction in traditional broadcast industry

Yixin Li, Bingzhang Hou, Yue Wu, Donglai Zhao, Aoran Xie and Peng Zou

Journal of Business Research, 2021, vol. 131, issue C, 630-639

Abstract: The national broadcast service providers in China have been involved in a fierce battle with various new providers from each node of the supply chain. Although there are historical advantages, customer churn rate has been increasing in recent years. To better respond to market competition, national broadcast service providers such as cable network enterprises should recognize customer preference and forecast customer churn intention before the competition does. Based on a positivist approach, customer churn is related to watching intensity, consumption amount, and paying habits. Watching preference (as the exclusive resource) has only a moderate effect on customer watching intensity and customer churn. In order to explore the mechanism between variables and observe user retention strategies, in-depth interviews were conducted. This study provides references to similar major traditional enterprises in the new competition era.

Keywords: Customer relationship management; Customer churn; Customer retention; Customer behavior; Data mining; Cable networks provider (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:131:y:2021:i:c:p:630-639

DOI: 10.1016/j.jbusres.2021.01.022

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