Department of Business Administration, University of Lagos, Nigeria
Abstract: (1375 Views)
This study investigates the use of Multi-Criteria Decision Making (MCDM) method known as Measuring Attractiveness by a Categorical Based Evaluation Technique (MACBETH) for evaluating the motivations for churn and retention decisions among subscribers in the Nigeria telecommunication industry. The study adopts quantitative and analytical methods with the aid of a questionnaire administered to one hundred and twenty-three subscribers of mobile telecommunication in the University of Lagos, Nigeria. Based on this sample data the MACBETH model was built with the aid of M-MACBETH to assess the determinants of customers’ churn and retention decision among subscribers and to rank the telecommunication service providers based on service attributes. The results reveal that subscribers considered signal quality /strength as the most influencer criterion for churn and retention decision with higher ranks favouring retention and lower ranks in favours customer churn decision in the telecommunication industry. Thus, telecommunication firms should invest more in technology to boost and sustain high quality signal of their service in order to be thriven in the competitive market.
Adebiyi S O, Kupolati E O, Oyenuga O G. Measuring attractiveness by a categorical based evaluation technique (macbeth) for churn and retention of decision of subscribers in the Nigeria telecommunication industry. International Journal of Applied Operational Research 2023; 11 (2) :33-44 URL: http://ijorlu.liau.ac.ir/article-1-611-en.html
