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To provide an insight to the critical issue that the UK mobile phone service providers suffer from high attrition rate
Finance & Accounting
Pages 54 (13554 words)
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.
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. ...
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