Customer retention and churn management in Saudi Arabia: a Saudi Telecom Company (STC) case study competing in the Saudi telecommunication market

The quantitative piece of research presented in the current document was to continue and enhance research performed and reported in four documents preceding it. This document was designed to build upon previous qualitative research to measure commitment as a predictor of churn among Saudi Telecommunications (STC) Al Jawal post-paid users. The research presented in this document also compares STC’s performance against the performance of its major competitor and refines the questionnaires used to collect data for document 4 into a practicably useful tool for measuring commitment as a predictor of churn at STC. Data collected were analysed using SPSS version 21 while Structural Equation Modelling using AMOS was used in measuring the extent to which image, price, and service influence commitment. The initial 14 reflective indicators of image were reduced to five variables using Principal Components Analysis while price and service were loaded into the model as obtained from the questionnaire. The findings showed that STC/Al Jawal had significantly higher overall impression, capacity to meet subscriber needs, and relevantly differentiated from its competitors than its major competitor. However, the difference in subscriber likelihood/motivation to switch to other competitors in STC/Al Jawal was not statistically significant from that of its major competitor. Other findings showed that none of the constructs could predict calculative/continuance commitment. However, the rating of Al Jawal’s sales offices and the perception that Al Jawal was trying to improve or be innovative for its customers were found to have significant predictor influence on affective commitment. On the other hand, sales offices rating emerged as a significant predictor for normative commitment.

Name dc:type.qualificationname

dba

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

Nottingham Trent University

Year dc:date.issued

2016

Author dc:creator

• Alkahtani, YA

Language dc:language

en