Customer Satisfaction and Retention in Nepalese Telecom Companies

Abstract

The purpose of this research is to investigate the relationship between customer satisfaction and customer retention with special regard to Nepal's telecom industry. Data was collected through a field survey of Telecom customers in five major districts of Nepal (including Bhaktapur, Kathmandu, Lalitpur, Kaski, and Kavre). A total of 500 questionnaires were distributed to the service users of NTC and Ncell. 78.20 percent usable responses were obtained. For calculating the responses a five-point Likert scale was used. The result shows that the overall degree of customer satisfaction is sufficient across all measurements. It also shows that the customer retention level is both acceptable and satisfactory. The findings also show that all customer satisfaction dimensions in terms of product quality, price structure, service delivery, and staff attitude have a significant and positive relationship with customer retention. Our companies need to focus on their customer satisfaction and retention to keep their business successful in this highly competitive environment. The results of this study are helpful to strike our companies to pay attention to the issues of customer satisfaction and retention.

Keywords: Customers, Relationship, Retention, Satisfaction, Telecom

DOI: 10.7176/EJBM/12-27-15

Publication date:September 30^th 2020