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IJSTR >> Volume 9 - Issue 3, March 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

A Study On The Impact Of Engagement With Service Channels And Factors Affecting Mobile Number Portability

[Full Text]



Uday Arun Bhale, Dr Harpreet Singh Bedi



Customer churn, MNP, Indian telecom, proactive retention, net promoter score



Purpose: The research aims to examine the unique port generated (UPC) customer’s engagement effectiveness with digital & non-digital service channel, its impact on mobile number portability (MNP) churn and factors affecting MNP churn. Design: To study the first and second objective purposive sampling done from postpaid mobile customers who have shown intention of MNP by generating UPC. then the comparative study was done on customers with engaged and non-engaged base. And the effectiveness of the engaged base is studied on the digital and non-digital service channels. To determine the third objective study was done with multilevel sampling. The sample has been taken from the customers which have used the MNP service from the first objective sample. The objective is studied with a qualitative technique using semi-structured interviews to collect and analyze the data to generate a model for factors affecting the MNP churn. Then the Grounded theory approach has been used to code the sentences and theoretical model is proposed. Findings: Customer engagement on the UPC customers is less at 40%, results indicate that MNP churn of the engaged base is 60% against the non-engaged base 83%, and out of engaged based 85% customers were retained with non-digital interaction mode. Further results show that six influencing factors of MNP identified through axial coding are network, price, service reach, brand, non-telecom benefits, unwanted value-added services. Originality/Value: This paper provides the study on the postpaid segment and explores the details on customer engagement before proceeding to MNP churn, its relationship on MNP churn & reason for MNP churn which can be used to form a proactive retention strategy.



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