Determinants of Customer Retention In Case Of Ethio Telecom
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Date
2020-06
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Addis Ababa University
Abstract
The purpose of this study is to examine the determinant factors of customer retention in the case of Ethio Telecom. Customer satisfaction, loyalty, customer service, value and customer expectation was used to evaluate the effect on customer retention. In order to achieve the objective of the study, both descriptive and explanatory research design was chosen. And also quantitative research approach was implemented. Convenience sampling techniques was used to select 384 customers who served as respondents in the study. The Correlation result indicated that there is a positive and significant relationship between all determinants factors and customer retention. Also multiple regression analysis result revealed that except loyalty all dimension had positive and significant effect on customer retention. Besides, it is found that customer expectation aspect of determinant factor has the highest influence on customer retention in Ethio Telecom. From the analysis the researcher recommends that Ethio Telecom should priority for the proper implementation of customer expectation aspect of determinant factor dimension than other dimensions because this dimension has highest effect on customer retention. Finally Ethio Telecom have to implement most important dimensions appropriately and continuously, as a major tool for gaining competitive advantage which in turn leads to customer retention
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Keywords
Customer retention, Customer satisfaction, Loyalty