Abstract:
The escalation of competition in the
telecommunication industry has exacerbated
the challenge of retaining customers and
acquiring new ones. Even though customer
switching adversely affects all industries, it is
more pronounced in the mobile
telecommunication industry. The purpose of
the study was to investigate the effect of
service quality on customer retention in
Zimbabwe’s mobile telecommunication
industry. The survey research design targeted
Zimbabwe’s mobile telecoms. The
population of the study comprised
telecommunication subscribers and
management. The sample comprised 356
participants identified using stratified and
purposive sampling. The study's findings
revealed a positive relationship between
service quality and customer retention in
Zimbabwe’s mobile telecommunication
industry. The study recommends that the
industry always provides a seamless
customer experience to control churn.
Service quality management is a prerequisite
for competitive advantage. The sector should
also strive to improve network connectivity
to retain customers.
