A STUDY ON FACTORS INFLUENCING THE COMMITMENT OF POST-PAID SUBSCRIBERS OF A MOBILE SERVICE PROVIDER IN KUALA LUMPUR

Publication Date : 01/05/2018


Author(s) :

TEO BEE YEEN, LAI VING KAM.


Volume/Issue :
Volume 3
,
Issue 2
(05 - 2018)



Abstract :

The competitive Malaysian telecommunication product service market dotted with compressing product and technology lifecycles necessitates special attention on customer retention and acquisition. The study looks at the ramifications of rapid product and technology changes; higher market unpredictability, and the criticality of appropriate systems and methodologies in deliver post-paid subscriber (PPS) sustainability. The focus is on fundamental nature of PPS management and processes; its centrality in adaptive responsive customer retention amidst market uncertainty which persists to be more vulnerable. With increasing dynamics, it is imperative to fully grasp the structural comprehensiveness, responsiveness and agility to avoid structural incoherency and non-consistency. Specifically, the study takes PPS architecture as a whole with its key functional components – communication effectiveness (CE), customer perception (CP), service functionality (SF), and product technicality (PT) in materializing sustainable PPS. It is to answer: is PPS practice mainly a result of a combination strategy.


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