Purpose

The purpose of this paper is to investigate the distinct reasons and more common reasons that reduce customer satisfaction and are antecedents to customer churn behavior in the telecommunication industry.

Design/methodology/approach

The study adopted the netnography approach to investigate churn behavior by utilizing online user-generated content in qualified social media communities.

Findings

The investigation revealed that “data speed issue”, “ineffective relationship building”, “service area coverage issues” and “billing issues” are some of the most important attributes that influence a consumers' decision to churn. Further, the churn consequence influencers model summarizes the attributes that contribute to overall dissatisfaction and finally results in churn behavior. The study found out the application of the netnography approach in a quantitatively dominant research area and stands out with its insights from a rich qualitative data.

Practical implications

Proper clarification of customer expectations and pain points can help reduce customer churn. The study will serve as the basis for developing future churn prediction models that will contribute to the informed decision-making process.

Originality/value

Contributing to research on customer churn behavior, the study offers a novel attempt to study customer satisfaction and customer churn behavior jointly. The paper is the first attempt that contributes to the extant literature by adopting the unique qualitative approach to understand the reasons for telecommunication churn behavior in the emerging Indian market. Another contribution of this research is that the paper shifts the focus of the electronic word-of-mouth (eWOM) literature to the telecommunications industry, thus adding another block to ongoing research in eWOM communication.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/ OIR-02-2020-0048

中文翻译：

---

通过社交媒体调查客户流失的见解和情报：网络志研究

目的

本文的目的是研究降低客户满意度并成为电信行业客户流失行为的前因的独特原因和更常见的原因。

设计/方法/方法

该研究采用网络志方法，通过在合格的社交媒体社区中利用在线用户生成的内容来调查流失行为。

发现

调查显示，“数据速度问题”，“无效的关系建立”，“服务区域覆盖问题”和“计费问题”是影响消费者决定流失的最重要属性。此外，流失后果影响者模型总结了导致整体不满意的属性，并最终导致流失行为。该研究发现了网络志方法在数量占主导地位的研究领域中的应用，并从丰富的定性数据中获得了深刻的见解。

实际影响

正确阐明客户的期望和痛点可以帮助减少客户流失。该研究将作为开发未来客户流失预测模型的基础，该模型将有助于做出明智的决策过程。

创意/价值

为研究客户流失行为做出了贡献，该研究提供了一种新颖的尝试来共同研究客户满意度和客户流失行为。本文是通过采用独特的定性方法来了解新兴印度市场中电信流失行为的原因而为现有文献做出的首次尝试。这项研究的另一个贡献是该论文将电子口碑（eWOM）文献的重点转移到了电信行业，从而为正在进行的eWOM通信研究增加了另一个障碍。

同行评审

本文的同行评审历史记录可在以下网址获得：https://publons.com/publon/10.1108/ OIR-02-2020-0048