Generational Variations in Customer Engagement, Satisfaction and Churn Rate: A Study of the Subscription Market

This study investigates the relationship between customer engagement, satisfaction, and churn within the subscription service market, focusing on how these elements vary across generational cohorts. Utilizing descriptive and inferential statistics of a dataset provided by IBM on Kaggle platform, this research identifies distinctive behavioral patterns influencing engagement and churn rates among different generations. The findings suggest that Generation Z requires dynamic and interactive engagement to reduce churn, whereas Baby Boomers prefer consistent and reliable interactions. The results also highlight the necessity for subscription businesses to tailor their engagement strategies to align with the specific preferences of each generational group to enhance customer satisfaction and retention. Finally, this research demonstrates that leveraging data analytics to understand and cater to these diverse consumer needs could significantly improve the decision-making process and business outcomes in the highly-competitive subscription market.