Relationship Marketing : Customer Churn Prediction
Owinat, Ali (2021)
Owinat, Ali
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021100518364
https://urn.fi/URN:NBN:fi:amk-2021100518364
Tiivistelmä
This research aims to come up with strategies that can be used to predict and pre-empt customer churn in order to increase retention times and customer lifetime value. The current research is about churn prediction and relationship marketing. This research brings something new by combining these two aspects and delivering a comprehensive set of strategies that the companies can implement in their current marketing and churn prevention strategies.
The strategies are intended for the telecom industry and aimed mainly at the B2C sector. The research also goes through the background of relationship marketing, Finland’s telecom industry and customer churn, moving afterwards to discussing applicable strategies.
This research found that customer loyalty has a direct correlation with churn rates. Things that affect customer loyalty are service quality, value offered, customer trust and customer satisfaction.
The strategies are intended for the telecom industry and aimed mainly at the B2C sector. The research also goes through the background of relationship marketing, Finland’s telecom industry and customer churn, moving afterwards to discussing applicable strategies.
This research found that customer loyalty has a direct correlation with churn rates. Things that affect customer loyalty are service quality, value offered, customer trust and customer satisfaction.