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To provide an insight to the critical issue that the UK mobile phone service providers suffer from high attrition rate - Thesis Example

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To provide an insight to the critical issue that the UK mobile phone service providers suffer from high attrition rate

What have been determined is that there is another market that is coexisting alongside the cellular phone market. Cellular or mobile phone service subscriber attrition or the migration of subscribers to another mobile phone service provider is a normal trend that occurs if the expectation of the subscribers en masse were not met. This could be the failure of the mobile service provider to meet the very basic demand which is the provisioning of mobile service. Or the failure of the mobile service company to resolve long standing issues. Or the failure of the mobile service company to grow alongside their subscriber to provide the necessary technology or functionality and be the constant companion in whatever endeavor they would be engaged in. For whatever reason behind the decision to migrate to another mobile service provider it is the failure of the mobile service company. The question this thesis is trying to answer is what strategy can be employed to ensure customer loyalty to prevent customer attrition. Acknowledgement I wish to acknowledge all the respondents of this study whose valuable insights provided me the wisdom to explore other possibilities. Table of Contents Abstract 2 Acknowledgement 3 Table of Contents 4 Introduction 6 Scope 8 Objectives 9 Review Of Related Literature 11 The Dynamic Mobile Phone Landscape 13 Consumer Retention 17 Customer Relationship Management 19 Importance of Call Centres in Customer Relationship Management 27 Importance of Customer Relationship Management to Mobile Phone Companies 27 Methodology 29 Research Strategy 30 Triangulation 30 Primary research 31 Analysis 32 Discussion 59 Consumer Retention 61 Importance of Call Centres in Customer Relationship Management 61 Other Customer Retention and Loyalty Strategy 63 Conclusion 66 Factors that Affects Customer Attrition 67 Vodafone PLC Strategy to Monitor Customer Defection 68 Service Provider Strategy to Curve Customer Defection 70 Drawbacks of existing strategies and recommended Improvements 71 Impact of Call Centers to Improve Customer Retention. 72 Bibliography 74 Appendix 79 Introduction The last fifteen years has seen the mobile phone industry experiencing phenomenal growth in usage as well as in technological advances. From TDMA to CDMA from simple GSM to 3G or even 4G technology, the mobile phone industry has created a lifestyle and a social norm that permeate in every sinew of society’s collective consciousness. Not only would the demand for the technology increase the level of sophistication of mobile phone user’s need and taste, it will similarly increase along with what technology can offer. With roughly seven billion potential users worldwide the mobile phone’s market insertion only managed nearly fifty percentile. Mobile phone patronage is clearly dependent on what technology can offer as proven by the shift from CDMA to full GSM format at the advent of Short Messaging System (SMS) then to Multi Media Messaging System (MMS) and recently internet on demand. The convergence of technology eliminates the great divide between data, voice calls, video and audio. These changes not only define the way people live with the mobile phone but it likewise enable each aspect of a person’s life. Personal communication has changed the dynamics of society to the ...Show more

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Abstract The UK mobile phone industry has several players foremost of which are Vodafone and O2, both are the primary leaders in the mobile telecommunication in the UK and both their market share are pegged at 24% each. The volatility of the situation is such that the primary goal has been to increase the market share and solicit the loyalty of the subscribers to keep the revenue at even keel…
Author : mhagenes
To provide an insight to the critical issue that the UK mobile phone service providers suffer from high attrition rate essay example
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