An empirical study of impact of customer retention policies on users followed by telecom companies

The objective of this study was to examine the effects of customer retention policies followed by various telecom companies in India. In the modern day, rivalry exists throughout each industry or subject. Therefore, the company must preserve its positive reputation. In light of something similar, the company consistently seeks to draw or keep customers to its identity and offerings by stepping up marketing operations that directly or indirectly impact its development and advancement in a cutthroat industry. For the analysis, the study surveyed 200 telecom customers, including mobile operators and DTHs, to determine their views regarding consumer retention policies and set some parameters against which the survey was conducted.The study revealed that the policy of minimizing attrition affects customer retention in the mobile telecom sector. All these strategies help organizations retain existing consumers and attract potential consumers in one way. This study elaborates the conceptual background and definitions of customer retention, importance, key determinants and strategies for consumer retention and examines the effect and role of consumer retention in telecommunication and the scope of consumer retention in the telecom sector.