A Study Of The Factors Influencing The Acquisition And Retention Of Customers In The Indian Telecommunications Industry: Systematic Analysis Using The SPSS Model

Abstract

The purpose of this article is to discover the important factors that influence the acquisition and retention of clients of Indian telecommunications carriers. The survey has been conducted to 54 respondents across Delhi NCR in line with the objective of the study has been conducted from 31 variables identified from various literature reviews. The 31 variables have been categorized into six factors such as service, support, CRM, price, network, and regulatory. Survey-based questionnaires were used to collect data for 54 respondents using Google Form. The study finds out that value added services, reliability of service factor, commitment of support factor, call rates and offers of pricing factor, network quality of network factor and telecom policy of regulatory factor significantly influencing customer acquisition and retention of Indian telecom companies. This study is of great benefit to university researchers, managers, and telecommunications practitioners.