Scope of Customer Retention Problems in the Mobile Phone Sector: A Theoretical Perspective

As identified by large numbers of scholars, service organisations are facing critical problems regarding a set of questions relating to customer retention (CR), namely, How to retain their customers? and How to decrease both customer costs and customer mobile-switching rates? Thus, this study focuses on CR problems in the mobile phone service sector. CR has become an issue as customers increasingly switch service providers as competition between service providers escalates. CR is further exacerbated with mobile service providers spending billions in gaining new customers but rarely spending equal amounts on establishing, maintaining, and building healthy long-term relationships with their existing mobile subscribers. Keywords: customer retention, relationship benefits, relationship cost, relationship classification, and mobile service providers

Customer Service Retention – A Behavioural Perspective of the UK Mobile Market

Abstract Customer retention is essential for firms in the service sector and will subsequently receive a great deal of attention in the coming years. A large majority of firms are losing their current customers at a significant rate. UK operators lose over a third of their subscribers every year in spite of incurring large customer acquisition and retention expenditures. A study of customer retention from a variety of angles, including economic, behavioural and psychological perspectives, was rigorously carried out. It has been found that a majority of scholars explain customer retention from a behavioural perspective by using unrelated or indirect factors such as trust and commitment, price terms, and loyalty terms. It has also been noted that previous studies lack a clear theoretical background and a solid empirical proof to support their findings of customer operant retention behaviour. This study approaches the customer retention problem in the mobile phone sector from a behavioural perspective, applying the Behavioural Perspective Model as the main analytical framework. The model includes a set of pre-behaviour and post-behaviour factors to study consumer choice and explains its relevant drivers in a viable and comprehensive way, grounded in radical behaviourism. Many data collection methods were used to collect data from the study sample, including mobile contracts content analysis techniques, customer focus groups, and, principally, a customer survey supported by interviews with a number of managers. The data were analysed using different regression measurements to test the study model, and the propositions were constructed and tested quantitatively and discussed qualitatively. Analysis revealed that a customer will buy a mobile telecommunication package and engage in a long-term relationship with a supplier whom he or she believes will honour the relationship’s functional and emotional benefits; the consumer will be expecting to obtain such benefits when he/she buys, consumes, and has a positive experience of both the purchased object and the seller

Is Customer Retention Beneficial for Customers: A Conceptual Background

Is it healthy for customers to be enrolled in long-term relationships with service organisations? To find a proper answer for such question, this study has been planned. Customer retention is still a dilemma for many organisations these days for a variety of reasons support this idea such as having high competition status, increasing existing customers switching rate and increasing the cost of allocating, classifying and attracting new customers. Thus, a need has been raised to look at different CR issues again from different views such as is CR happening or not supported by providing a proper classification for customer-supplier relationship. Additional themes were discussed such as the relationship strength, longevity, continuity, relational cost and benefits

Investigating a theoretical framework for e-learning technology acceptance

E-learning has gained recognition and fame in delivering and distributing educational resources, and the same has become possible with the occurrence of Internet and Web technologies. The research seeks to determine the factors that influence students' acceptance of E-learning and to find out the way these factors determine the students' intention to employ E-learning. A theoretical framework was developed based on the technology acceptance model (TAM). To obtain information from the 270 university students who utilized the E-learning system, a questionnaire was formulated. The results revealed that “social influence, perceived enjoyment, self-efficacy, perceived usefulness, and perceived ease of use” are the strongest and most important predictors in the intention of and students towards E-learning systems. The outcomes offer practical implications for practitioners, lawmakers, and developers in effective E-learning systems implementation to improve ongoing interests and activities of university students in a virtual E-learning atmosphere, valuable recommendations for E-learning practices are given by the research findings, and these may turn out to be as guidelines for the efficient design of E-learning systems

Factors influencing customers’ attitude to adopt e-government mobile applications

Establishing new relations with new customers and managing customers’ relations with the existing ones is important and considered challenges for each firm nowadays. Thus, studying and understanding different psychological factors like consumers’ emotions and happiness, motivates and attitudes are important while it helps in how to do more business with customers and push them to stay longer especially when adopting e-government mobile applications. This study used a quantitative research approach with survey data collection from different users of government mobile applications (GMA). The sample is around 340 from different backgrounds and levels of using different government services mobile apps. The results revealed the standardized regression and coefficients interpret the direct association between the study variables, hence confirmed the hypothesized model that included several factors such as perceived usefulness, perceived ease of use, perceived skills readiness, and perceived security toward attitudes to GMA and use of GMA effects on customer happiness and positive emotion. Moreover, the conclusion and implications confirmed the literature of this research field and elucidated most of the stated factors that significantly influence the customers’ emotion and happiness. For further study, research directions are given to expand the extant understanding of new different factors with other outcomes of mobile applications use

Assessing gastronomic tourism using machine learning approach: The case of google review

This study aims to evaluate tourists' reviews of gastronomy tourism expressed in Google reviews according to the CAC model (Cognitive, Affective, and Conative), and to examine the inter-correlations between CAC model components. The study was applied to traditional restaurants in Amman downtown. The research then extracts the main themes from the textual reviews as well as a sentiment score of an affective image of traditional Amman downtown restaurants. The results of machine learning experiments suggest that the proposed approach can identify traditional restaurant reviews in Amman downtown into CAC model components. The results also show that the Random Forest algorithm performed best in the cognitive and cognitive dimensions, whereas the Neural Network algorithm performed best in the affective dimension. ML classifier revealed that most of the reviews were classified as cognitive (such as the type of food, and services) while the remaining reviews were classified as affective (such as pleasure and arousal) and conative (such as intention to recommend, and positive word of mouth) respectively. The highest probability of the cognitive components was the traditional food topic reflecting the unique image of Jordanian traditional food. Affective images formed by users were mainly positive emotions, indicating that the destination image spread well

The effects of the internal and the external factors affecting artificial intelligence (AI) adoption in e-innovation technology projects in the UAE? Applying both innovation and technology acceptance theories

This study has examined factors, such as technology and employee influence on artificial intelligence (AI) adoption of e-innovative projects in the United Arab Emirates. The present study revealed the success or failure of e-innovation adoption in the public sector of the UAE and hinted at potential e-innovative projects to consider essential factors before adopting it. The study's sample covered the government sector, and the data collection method was a survey questionnaire with a sample size of 1037 responses made up of government employees. This paper was mainly built upon the diffusion of innovation and technology acceptance theories. The analysis findings showed that technology (an external factor) significantly and positively contributed to adopting AI e-innovation technology. Further analysis revealed that employee (internal factor) proxies directly influenced the adoption of AI e-innovation technology. Overall, internal and external factors contributed to adopting e-innovation technology in the United Arab Emirates. For future directions, additional factors related to the market should be considered to explore their contribution

The acceptance of social media video for knowledge acquisition, sharing and application: A comparative study among YouYube users and TikTok users’ for medical purposes

YouTube and TikTok have gained increasing recognition as social network sites to support online knowledge acquisition, sharing, and application via social media platforms in the medical field. This study examines which aspect of TikTok and YouTube stimulates doctors, nurses, and any other YouTube and TikTok in the medical setting, to rely on them as sources of knowledge acquisition and sharing to keep their medical repertoire updated. A hybrid model is designed to investigate users’ acceptance of YouTube and TikTok as social media platforms. The model focuses on four main external factors: Content richness, innovativeness, satisfaction, and enjoyment. These factors are connected with two TAM constructs which are perceived ease of use and perceived usefulness. The results have shown that both YouTube and TikTok are affected by PEOU, PU, personal innovativeness, flow theory, and content richness. Both social media networks provide up-to-date sources described as useful, enjoyable, and relevant. Nevertheless, the comparative results have shown that YouTube has deeply influenced users’ medical perception and knowledge compared to TikTok. It is created for the very mere purpose of socialization and self-expression. In contrast, YouTube is used for educational and non-educational purposes due to the type of uploaded content and time management. Therefore, TikTok developers and influencers should initiate highly specialized videos and create content that raises awareness of medical field issues

The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector

The aim of the study was to examine the impact of digital marketing capabilities on organizational ambidexterity by focusing on the Information Technology Sector in UAE. Data were primarily gathered through self-reported questionnaires created by Google Forms which were distributed to a purposive sample of managers at different levels via email. This study was conducted structural equation modeling (SEM) to test the hypotheses, which represents a contemporary statistical technique for testing and estimating the relationship between factors and variables. The results showed that the highest impact on organizational ambidexterity was for strategic approach and data content infrastructure, followed by integrating customers with employees, and finally the lowest impact belonged to the process of improving performance. Based on the study findings, the researcher hopes that the decision-makers and managers define all tasks, roles and work procedures in companies through digital marketing systems to improve their organizational ambidexterity and enhance their performance

The role of digital marketing, CSR policy and green marketing in brand development

Corporate Social Responsibility (CSR) policy, digital marketing and green marketing are considered as some of the most emerging topics. However, the major problem is associated with the lack of CSR policies, development and adaptation of green marketing in the companies operating in manufacturing companies in the UK. In this manner, this study aimed to determine the role of digital marketing, CSR policies and green marketing in brand development. Concerning this, the case of UK’s manufacturing companies was considered which can help the manufacturing companies operating in the UK to make the development of brand more effective, as the consumers would perceive the brand which complies with the environmental laws. To attain the aim, the researchers utilized a quantitative method of data collection where a close-ended survey questionnaire was utilized. The data was collected from the concerned participants working in the manufacturing sector of the UK and the sample size considered for the analysis was based on 404 participants. The analysis was conducted using Structural Equation Modeling (SEM) on Smart PLS. The analysis revealed that the overall impact of green marketing, CSR policy and digital marketing was statistically significant on the brand development of UK’s manufacturing companies. Considering this, it has been recommended to the manufacturing companies in the UK to focus on environmental disclosure, green innovation, green alliance and promotional activity for the purpose of ensuring brand development. However, this study is limited to the geographical bounds of the UK; therefore, it has a certain room for future research