Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
A Framework for Studying Customer Behaviour in the Context of Developing Customer Retention Strategies in Telecom Industry of Bihar (India)
Abstract
When the number of subscribers in telecom sector in India has reached its saturation point, creating
and acquiring new customers is not only difficult but also costly in terms of marketing parlance. Hence, the best
core marketing strategy for the future is to endeavor to retain existing customers. The competition is fierce and
subscribers limited, hence, the need to safeguard existing invaluable customer base. Sustainability of today’s
Telecom business is majorly dependent on way the service provider handles and ring-fences its customers.
Knowing your customer is at the core of the business. Thus developing customer retention strategies has been
turned to be the need of hour. However, amidst cut-throat competition and saturating customer base, developing
strategies to retain customers is undoubtedly a tough task. Considering the urge, we have tried to devise a
framework for studying customer behavior in Indian telecom sector, particularly in the telecom zone of Bihar
state, for the sake of developing customer retention strategies. The framework will facilitate research for
understanding its customers and the factors in and around the customer which will trigger a specific action from
him/her. It does not stop in only seeing the customer from the product and service proposition from the operator
side but also understanding factors beyond like Age, Sex, Economic condition, geography, education etc.
