IDEAS home Printed from https://ideas.repec.org/a/cwk/eafjke/2026-01.html

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

Handle: RePEc:cwk:eafjke:2026-01
DOI: 10.59413/eafj/v5.i1.1
as

Download full text from publisher

File URL: https://ijcsacademia.com/index.php/eafj/article/view/402
Download Restriction: no
File URL: https://libkey.io/10.59413/eafj/v5.i1.1?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

More about this item

Keywords

;
;
;
;

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

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cwk:eafjke:2026-01. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Charles G. Kamau (email available below). General contact details of provider: https://ijcsacademia.com/index.php/eafj .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.