Effects of Customer Experience Management on customer churn in the Telco industry in Kenya
Date
2019
Authors
Mwaura, Edna Thama
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
The primary objective of the study was to examine the effects of customer experience management on customer churn in the Telco Industry in Kenya. The specific objectives were: to determine the effect of social environment on mitigation of customer churn in the Telco Industry, to examine the effects of service interface on mitigation of customer churn in the Telco Industry, to ascertain the effect of retail environment on mitigation of customer churn in the Telco Industry and to determine the effect of price on mitigation of customer churn in the Telco Industry. The study adopted a survey based descriptive design. The study sample size was 195 staff from the Telco Company’s selected using stratified random sampling. Data was analyzed using descriptive and inferential statistics correlation analysis and multiple regression analysis. The results were presented using percentages, graphs and tabulations. The study found that social environment had significant positive relationship with mitigation of customer churn in the Telco Industry; service interface had significant positive relationship with mitigation of customer churn in the Telco Industry; retail atmosphere had significant positive relationship with mitigation of customer churn in the Telco Industry and price had significant negative relationship with mitigation of customer churn in the Telco Industry. The study recommends management of Telco industries to have in place diffusion process that exploits social influences affecting customer churn; management of the Telco industries should improve the quality of their customer interface and this includes customization, interaction, convenience and character, and this will contribute significantly in improving loyalty. The study also recommends the management of the Telco companies to improve the atmosphere of their companies by improving the design of their offices ensuring that it’s appealing to its customers. The study also recommends the management of the companies to develop plans that are price friendly to its customers; they can also have regular promotions that will motivate their costumers to stick to their brand.
Description
A Thesis submitted in partial fulfillment of the requirements for the award of the Degree of Masters of Business Administration at Strathmore University Business School
Keywords
Customer Experience Management (CEM), Customer churn, Telco industry_Kenya