Evaluating the Factors Influencing on Customer Retention in the Mobile Telecommunication Industry - Special Reference to Dialog Axiata PLC in Colombo District

Abstract

The aim of this qualitative study is to evaluate the factors influencing on customer retention in the mobile telecommunication industry, Special reference to Dialog Axiata PLC in Colombo district. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention.

An in-depth interview survey has been done by the researcher among 50 retained customers. The data was collected from the customers in Colombo who are having 10 years of relationship with Dialog Axiata PLC. The data is analyzed with the help of the Microsoft excel work sheet. Out of two variables, it is found that payment equity has the influence on customer retention. However, the loyalty program has no significant impact on customer retention. This study also provides evidence that payment equity has a little influenced on customer retention.

This current study has its own limitation since this research is only conducted in Colombo district. Therefore the findings of the study are unable to be generalized for the whole population of mobile users in Sri Lanka as the sample size is measured small. The findings can help the service providers to find the effect of loyalty programand payment equity towards the customer retention.