Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 21, Issue 4, Pages 570-580Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2014.03.009
Keywords
Customer satisfaction; Customer loyalty; Telecom sector; Nonlinear adaptive models
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To facilitate business growth assessment of customer's, satisfaction and loyalty levels in mobile sector are two important issues which need in-depth investigation. These two levels of customers are nonlinearly related to their corresponding attributes. The past studies have mostly assumed linear relation and have mostly used regression based models for estimation of these levels and the results are not encouraging. To overcome this limitation, the present study has developed simple nonlinear models for accurate estimation of these two parameters using their related key factors and results obtained are shown to be much better. This paper has also observed the positive effect of satisfaction on the loyalty estimation of customers. Employing the proposed nonlinear adaptive models, the service provider can also predict the satisfaction and loyalty levels of each of its customers which help the organization to determine the number of possible future churners. (C) 2014 Elsevier Ltd. All rights reserved.
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