Factors affecting customer retention strategies towards mobile services in rural West Bengal

There are various different mobile operators are operating the mobile services all over the world as well as in India. Customer retention is considered one of the main relationship marketing concepts concerned with developing and maintaining a long-term customer-firm relationship. Though technology and mobile network penetration have both increased, attracting rival's subscribers and maximizing customer retention have become urgent and timely concerns for mobile service providers in India. The area chosen for the study is West Bengal, which is having several prominent rural areas of India, which comprises five divisions & from their five districts have been selected and at last out of these five districts five subdivisions has been selected namely Suri, Islampur, Dinhata, Tehatta and Egra. The areas have been selected due to the rural prominence. 200 respondents have been selected on this purpose & their opinion has been recorded with the help of a close ended questionnaire. The researcher has used 5 point likert scale to assess the responses properly from the selected respondents. Factor analysis & multiple regression analysis have been used as statistical tools to find out the most important factors. Findings of the study iterate that most of the customers are responded that customer satisfaction is the main factor for customer retention.