Exploring the factors of customer retention in mobile sector
Authors: Samanta, Irene 
Publisher: IGI Global
Issue Date: 1-Jan-2012
Journal: International Journal of Strategic Information Technology and Applications (IJSITA) 
Volume: 3
Issue: 2
Abstract: 
The development of effective relationships is increasingly recognized as an important component of marketing strategies. Developing and maintaining satisfactory customer relationships can help increase customer retention. From the customer’s perspective, the determinants of relationship satisfaction include factors such as trust, service quality, price perception, inertia, indifference, and switching barriers. The aim of the study is to examine the factors which influence and contribute to customer retention. Mobile industry in Greece was selected to find how customer relationships impact marketing practices in the Greek mobile sector, as well as the effect on customer retention. A questionnaire survey was used to collect the primary data. The author used factor and regression analysis and all tests had a in a 95% confidence level. A statistically significant relationship was found between the dependent variable Customer Retention and the independent variables concerning Price Perception, Inertia, and Customer Satisfaction.
ISSN: 1947-3109
DOI: 10.4018/jsita.2012040103
URI: https://uniwacris.uniwa.gr/handle/3000/2109
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

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