date_range 2023-12-13 00:00:00
This study delves into the determinants impacting customer switching behavior, with a specific focus on Ethio-Telecom's standing within the telecommunications market. Employing an extensive questionnaire, the research assesses customer satisfaction, service quality, and network-related concerns, revealing a moderate satisfaction level of 3.6 out of 5. Critical areas demanding immediate attention encompass pricing, service quality, and network stability. Notably, customer satisfaction significantly influences loyalty and recommendations. However, prevalent issues such as network interruptions, subpar internet quality, and billing discrepancies are prompting 45% of consumers to contemplate a switch. Thus, strategic initiatives targeting pricing and service quality are imperative to fortify customer loyalty. Insights garnered from the study underscore the significance of transparent communication, rigorous competitor analysis, and aligning pricing adjustments with service enhancements. Addressing the perception of affordability necessitates strategies that integrate market positioning alongside continual improvements informed by feedback. While service quality registers moderate satisfaction levels, the resolution of issues remains a focal point. Detailed geographic analysis is recommended for network coverage improvements in both reach and quality. Prioritizing user-friendliness is pivotal for enhancing the overall customer experience. Historical data on switching patterns underscores a persistent 9% churn rate, signifying enduring challenges in pricing and customer service. Immediate actions proposed encompass competitive pricing, heightened service standards, and optimized loyalty programs. The recommendations encompass urgent measures directed at mitigating network interruptions, enhancing internet speeds, and fostering more responsive customer support. Strategies put forward emphasize transparent communication, strategic pricing, and engagement driven by feedback, outlining a roadmap for improving service quality, network coverage, user friendliness, and ultimately, customer retention. The implementation of these recommendations holds paramount importance for Ethio-Telecom in addressing existing challenges, elevating customer satisfaction, and reinforcing its competitive edge. Continuous monitoring, integration of feedback, and strategic adaptations stand as pivotal pillars for ensuring sustained success and fostering enduring customer loyalty. Keywords: Customer switching behavior, Ethio-Telecom, telecommunications market, customer satisfaction, service quality, network concerns, pricing strategies, customer loyalty, competitive positioning, feedback-driven enhancements.