TITLE:
The Extent to which Customer Relationship Management Helps to Retain Telecom Customers
AUTHORS:
Liliane Pasape
KEYWORDS:
Customer Relationship Management, Customer Retention, Telecom Customers, Tanzania
JOURNAL NAME:
iBusiness,
Vol.14 No.4,
December
8,
2022
ABSTRACT: The extent to which customer relationship management helps to retain
customers in telecommunications companies is investigated in this study.
Logistic regression was used to evaluate questionnaires from 120 respondents.
According to the findings, respondents were dissatisfied with after-sale
services (76.6%), support staff knowledge (80%), interaction facilities
(78.3%), and customer information (76.6%). Predictor variable models account
for approximately 90% of the variability, with a proportion of valid variables
ranging from 77.3% to 88.3%. While age and income were statistically
significant for staff knowledge (0.003) and customer information (0.004), the
logistic regression coefficient for after-sale service shows that age and education
have negative effects of -0.38 and -0.37, respectively. Income and time have a
detrimental impact on the model for staff knowledge. Besides, the chi-square
result was significant for all tested CRM variables except for the facility
used for customer interaction, which was insignificant (p = 0.54). Thus, telecommunication companies must emphasize
customer relationship management and allocate a fair budget to support good
customer service, facility quality, as well as timely and sufficient product
information.