Churn management in Sri Lankan retail mobile market

Abstract

Chum is a measure of the number of subscribers who leave or switch to another carrier’s service. Chum is two fold comprising voluntary chum and involuntary chum .The frequent migration of customers is in a way a threat to mobile operators as the expense on customer acquisition is greater than retention. On the other hind, for any operator it is difficult to maintain a steady growth in the market without maintaining the existing customer// Due to profound competition, controlling chum rate is becoming a challenge to Mobile Operators and identifying reasons for Chum is an even greater challenge as it is highly dependent on the values, culture, attitudes and perception of the different segment.// The main causes for retention or chum from one network in Sri Lankan conical (for different segments) arc identified by a questionnaire evaluated across various demographic factors (Age, Education level. Monthly income Gender). The questionnaire was distributed among 400 mobile subscribers and received 105responses which were used in the analysis set out in the chapters to follow. Strategies that can be used to minimize chum rate is identified based on the feed hack received in the questionnaire and by looking at best practices available in the region. Finally. Researcher developed a model lo prioritize the influencing factors (Tariff. Coverage, Brand, VAS, QOS) for overall customer satisfaction of Sri Lankan Mobile customers and checked whether there is any relationship with demographic factors and influencing factors for chum. In addition to that, researcher has suggested strategies that should be adopted by Sri 1-ankan mobile operators to minimize chum