Customer retention-V1.docx - Customer Retention under Regulation Pressure A Case of Ooredoo Telecom Company Student\u2019s Name Institution Affiliation

Customer retention-V1.docx - Customer Retention under...

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Customer Retention under Regulation Pressure A Case of Ooredoo Telecom Company Student’s Name Institution Affiliation
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Table of Contents Introduction ............................................................................................................................................... 3 General Overview .................................................................................................................................. 3 Problem statement ................................................................................................................................. 4 Main objective ........................................................................................................................................ 5 Research questions ................................................................................................................................ 6 Major Questions .................................................................................................................................... 7 Minor Questions .................................................................................................................................... 7 Definition of Terms ................................................................................................................................ 7 Customer Retention ............................................................................................................................... 7 The Gulf Cooperation Council (GCC) ................................................................................................. 8 Telecom Industry ................................................................................................................................... 9 Thesis Outline ........................................................................................................................................ 9 Literature Review .................................................................................................................................... 11 Introduction ......................................................................................................................................... 11 Theories and models regarding customer retention .......................................................................... 12 Commitment Model ............................................................................................................................. 12 A holistic Approach to Satisfaction, Trust and Switching barriers .................................................. 13 The conversion Model ......................................................................................................................... 16 Holistic Approach of Quality, Price, Indifference, and Inertia ......................................................... 18 Theories Regarding customer retention strategies and retention .................................................... 19 Value Process ........................................................................................................................................ 19 Retention Strategies ............................................................................................................................. 20 Client Relation Monitoring ................................................................................................................. 22 Loyalty Programs and Customer Clubs ............................................................................................. 22 Recovery Processes .............................................................................................................................. 25 Economic shift in GCC ........................................................................................................................ 26 Ooredoo Telecom, Kuwait ................................................................................................................... 27 Kuwait’s Changing Telecom Industry ................................................................................................ 29
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Introduction General Overview Over the past years, there has been intense regulations in telecommunication industries in Kuwait which has elicited varied reactions among telecommunication customers in the region. As a result of this intense regulations, Ooredoo Telecom; one of the leading telecommunication industry in the region, has experienced decline in the number of customers using their services. Therefore, this thesis explores ways in which customers can be retained in spite of intense regulatory pressure in telecommunication industry. Kuwait has one of the fastest growing telecommunication industries just like other Gulf Cooperative Council (GCC) countries. The Kuwait’s Ministry of Communications (MoC) is the present provider and regulator of fixed-line services.The ministry also serves as the main operation point in that it can implement changes on dialling services which can include increasing or lowering the calling rates. These changes presented to telecommunication industries such as Ooredoo Telecom can be very oppressive to customers. This thesis investigated how Ooredoo Telcom can maintain its customers even when they are faced with intense regulations from MoC. Overall, this thesis is intended to serve as a guide on how customer retention can be enhanced in telecommunication industries but with special focus on Ooredoo Telecom company. Hossain (2017) contends that telecommunication industries, just like any other competitive and fast-growing industries, are facing numerous regulations that affects their overall operations. According to Fernandez & Kumar, (2016) Ooredoo Telecom came under great scrutiny from the government of Kuwait after it was declared to be the fastest growing company by revenue. Similarly, Kuwait’s government acquired 24% owner of the company
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which made Ooredoo Telcom to experience different regulations as suggested by authorities (ALAli, 2018). One of the regulations imposed on the company was immediate increase on taxation on data and restriction on share acquisition by general public (AlAli, 2018). While the
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  • Spring '16
  • SOSPETER ODHIAMBO
  • Customer relationship management, Customer retention

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