Understanding Frequent Switching Patterns A Crucial Element in Managing Customer Relationships
基于电信运营商数据，通过定性分析探讨偏见在客户频繁转换运营商中的作用，并区分客户主动或被动参与转换过程，为管理客户关系提供新见解。
Given the growing competition in the global market, it is becoming increasingly important for companies to retain their existing customers, that is, to preempt frequent switching. A fruitful way of gaining knowledge about customers’ switching behavior is to examine the role of various factors in their switching processes. This qualitative study, based on data from telecom operators, offers new insights by identifying and defining the role of prejudice in customers’ rationale for leaving one telecom operator in favor of another. The research also identifies whether the customers are actively or passively engaged in the switching process, which seems to be important in terms of linking prejudice to frequent switching. The findings have important implications for the successful management of customer relationships because they point to instability in customer populations.