Development, measurement and validation of customer churn scale in Indian mobile services

P.S. Rajeswari and P. Suganthi

International Journal of Services and Operations Management, 2022, vol. 42, issue 3, 295-314

Abstract: Indian mobile services endeavour to be the second largest stand in the worlds' rank with the proliferated subscription. Mobile operators surface ceaseless competition with a vibrant market scenario as customer churn rates are acute. The study inducted to develop measures and validate the scale of customer churn in the Indian mobile services sector. A total of 1,102 customers were surveyed and structural equation modelling was instrumented to authenticate the reliability and validity of the customer churn scale. Price, corporate image, service quality, and customer relationship management have emerged as significant factors to influence the churn behaviour of customers in the Indian telecom sector. Even though mobile operators devise proactive strategies by investing and devising customer retention campaigns, they could not resist the ascending churn rates. This research paper recommends a validated scale to predict the customer churn in the Indian mobile services sector as it is proliferating as well as the exponent in predominant churn rates. This unique study would encompass the contribution to the comprehensive development of customer churn scale in the Indian mobile services sector.

Keywords: customer churn; mobile services; corporate image; price; service quality; customer relationship management; CRM. (search for similar items in EconPapers)
Date: 2022
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