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Minimization of Customer Churn in the Mobile Telecommunication Industry in Zambia: A Case of MTN Zambia

Author

Listed:
  • Nancy Sichone

    (University of Zambia, Zambia)

  • Attridge Mwelwa

    (University of Zambia, Zambia)

Abstract

This study examines strategies for minimizing customer churn in the mobile telecommunications industry in Zambia, focusing on MTN Zambia. Using a mixed-methods research design, data were collected from 85 respondents comprising current and former customers as well as key stakeholders within MTN’s marketing and customer churn departments. Quantitative data were analysed using descriptive and inferential statistics, while qualitative data were analysed thematically. Findings reveal that network quality, pricing dissatisfaction, and frequent service disruptions are major contributors to customer churn. Regression results indicate that poor service quality and customer service experience significantly increase churn, while price competitiveness reduces it. The study concludes that improving network coverage, enhancing customer service quality, and refining pricing and promotional strategies are critical to reducing churn and strengthening customer loyalty.

Suggested Citation

  • Nancy Sichone & Attridge Mwelwa, 2026. "Minimization of Customer Churn in the Mobile Telecommunication Industry in Zambia: A Case of MTN Zambia," East African Finance Journal, East African Finance Journal, vol. 5(1).
    • Handle: RePEc:cwk:eafjke:2026-01
    DOI: 10.59413/eafj/v5.i1.1
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    References listed on IDEAS

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    1. ., 2000. "The Research Project and Research Methodology," Chapters, in: Citizenship, Sustainability and Environmental Research, chapter 3, pages 18-32, Edward Elgar Publishing.
    2. ., 2000. "Q Methodology and Environmental Research," Chapters, in: Citizenship, Sustainability and Environmental Research, chapter 8, pages 101-107, Edward Elgar Publishing.
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    More about this item

    Keywords

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    JEL classification:

    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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