Antecedents of customer churning studies and findings
| Studies | Key variables | Research method | Key findings |
|---|---|---|---|
| Ahn et al. (2006) | Customer dissatisfaction/switching costs/service usage/customer-related variables/customer status/customer churn | Logit regression based on service data from 5,789 customers of a telecom service provider | Call dropping, customer complaints, membership points, monthly fees and membership status affect customer churn. Also membership status mediated the influences of call dropping, membership points and monthly fees on customer churn |
| Eshghi et al. (2006) | Perceived quality/customer expectations/perceived value/customer satisfaction/customer complaints/customer loyalty | Survey data gathered from 2,542 telecom service users and use of structural equation modeling | Customer dissatisfaction is a contributor of service switching and efforts are necessary to improve perceived service quality and service values to grow consumer satisfaction. Furthermore, it is important to have a communication strategy that forms more realistic consumer expectations from service providers |
| Hejazinia and Kazemi (2014) | Switching cost/service price/quality/satisfaction/security concerns/competitors with superior technology/advertising/customer churn | Survey data from 415 customers of an Iranian telecom service provider. Data analysis based on such methods as t-test and Friedman test | Service quality, satisfaction, availability of superior competitors, switching cost and marketing exposure had positive influences on consumer defections. Service price and security concerns had little effect on the dependent variable |
| Kim and Yoon (2004) | Call quality/billing/tariff level/value-added services/customer services/handset/brand image/age/sex/income/monthly payment/duration of subscription/duration of handset used/switching experience/loyalty/customer churn | Logit regression based on the survey data from 973 customers of a large mobile telecom service provider in Korea | Customers’ defection intention is affected by their service satisfaction. Also significant are variables of call quality, service cost, handset, satisfaction with brand image, income level and duration of service subscription. It revealed that income level and duration of handset use are positively associated with defection intention, but duration of service subscription had a negative relationship with switching intention |
| Kisioglu and Topcu (2011) | Place of residence/age/average billing amount/trend in billing amount/average frequency of usage/average minutes of usage/churn | Service data of 2000 customers of a Turkish telecom service provider | Such variables as average minutes of usage, average billing amount and average frequency of usage were indicators of customer churn |
| Oghojafor et al. (2012) | Marital status/age/occupational status/income/place of residence/educational level/gender/call expenses/advertising medium/No of mobile connections/type of service plan/service facility/customer churn | Survey of 800 customers of a Nigerian telecom service provider and data analysis based on multivariate analytical methods | There are higher chances of customers churn when call expenses are high; when service satisfaction is low; when there is lack of optimization in advertising medium; when there are better choices (i.e. service providers); and when the service plan is not adequately matched |
| Portela and Menezes (2010) | Gender/total dunning/overall revenues/debts/value of off-peak calls/telephone revenues/internet revenues/customer churn | Survey data gathering on 830 customers of a Portuguese telecom service provider | Study variables except usage, product features and contract types were weak indicators of customer intention to sustain service usage. Customer defection was not a function of satisfaction |
| Wong (2011) | Rate plan suitability/customer age/customer residing location/consumption of value added services/customer churn | Service data were gathered from11,525 customers of a Canadian mobile service provider and analyzed with logit regression | 55.4% of customers are shown weak in their rate plan suitability and their service defection was higher than those whose rate plan was optimized. The results underscore the importance of identifying suitable rate plan for each customer |
| Studies | Key variables | Research method | Key findings |
|---|---|---|---|
| Customer dissatisfaction/switching costs/service usage/customer-related variables/customer status/customer churn | Logit regression based on service data from 5,789 customers of a telecom service provider | Call dropping, customer complaints, membership points, monthly fees and membership status affect customer churn. Also membership status mediated the influences of call dropping, membership points and monthly fees on customer churn | |
| Perceived quality/customer expectations/perceived value/customer satisfaction/customer complaints/customer loyalty | Survey data gathered from 2,542 telecom service users and use of structural equation modeling | Customer dissatisfaction is a contributor of service switching and efforts are necessary to improve perceived service quality and service values to grow consumer satisfaction. Furthermore, it is important to have a communication strategy that forms more realistic consumer expectations from service providers | |
| Switching cost/service price/quality/satisfaction/security concerns/competitors with superior technology/advertising/customer churn | Survey data from 415 customers of an Iranian telecom service provider. Data analysis based on such methods as | Service quality, satisfaction, availability of superior competitors, switching cost and marketing exposure had positive influences on consumer defections. Service price and security concerns had little effect on the dependent variable | |
| Call quality/billing/tariff level/value-added services/customer services/handset/brand image/age/sex/income/monthly payment/duration of subscription/duration of handset used/switching experience/loyalty/customer churn | Logit regression based on the survey data from 973 customers of a large mobile telecom service provider in Korea | Customers’ defection intention is affected by their service satisfaction. Also significant are variables of call quality, service cost, handset, satisfaction with brand image, income level and duration of service subscription. It revealed that income level and duration of handset use are positively associated with defection intention, but duration of service subscription had a negative relationship with switching intention | |
| Place of residence/age/average billing amount/trend in billing amount/average frequency of usage/average minutes of usage/churn | Service data of 2000 customers of a Turkish telecom service provider | Such variables as average minutes of usage, average billing amount and average frequency of usage were indicators of customer churn | |
| Marital status/age/occupational status/income/place of residence/educational level/gender/call expenses/advertising medium/No of mobile connections/type of service plan/service facility/customer churn | Survey of 800 customers of a Nigerian telecom service provider and data analysis based on multivariate analytical methods | There are higher chances of customers churn when call expenses are high; when service satisfaction is low; when there is lack of optimization in advertising medium; when there are better choices (i.e. service providers); and when the service plan is not adequately matched | |
| Gender/total dunning/overall revenues/debts/value of off-peak calls/telephone revenues/internet revenues/customer churn | Survey data gathering on 830 customers of a Portuguese telecom service provider | Study variables except usage, product features and contract types were weak indicators of customer intention to sustain service usage. Customer defection was not a function of satisfaction | |
| Rate plan suitability/customer age/customer residing location/consumption of value added services/customer churn | Service data were gathered from11,525 customers of a Canadian mobile service provider and analyzed with logit regression | 55.4% of customers are shown weak in their rate plan suitability and their service defection was higher than those whose rate plan was optimized. The results underscore the importance of identifying suitable rate plan for each customer |
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