Discriminant Analysis of Factors Affecting Telecoms Customer Churn

Abstract

A major challenge facing telecoms business providers in Nigeria today is the continuous growing competition and customers’ expectation of service quality and as such customers are able to choose among multiple service providers based on the level of satisfaction, affordability, and service quality of service providers. Customer demand and competition are forcing firms to cut loose from the traditional customer satisfaction paradigm, to adopt proactive strategies which will assist them to take the lead in the market-place. This study aims at identifying factors that discriminate among subscribers exhibiting willingness to drop their current service provider and those willing to stay. The study also examines the effect of socio-economic and demographic factors associated with the identified discriminants. The major factors identified are high call rate, poor service facilities, off-beam advertisement medium, availability of superior service provider and unattractive service plan.