The literature on telecommunications customer churn behaviour has grown in importance and volume since the early 2000s. This study performed a quantitative bibliometric retrospection of selected journals that qualified for the ABDC journal quality list to examine relevant studies published by them on customer churn research in telecommunication. Using bibliometric data from 175 research articles available in the Scopus database, this review sheds light on the publication trends, articles, stakeholders, prevalent research techniques, and topics of interest over three decades (1985–2019). According to the findings of this review, the current level of contributions are manifested through ten overarching groups of scholarship—namely churn prediction and modelling, feature selection techniques and comparison, customer retention strategy and relationship management, service recovery, pricing and switching cost, legislation, legal, and policy, word-of-mouth and post-switching behaviour, new service adoption, brand credibility, and loyalty. The existing literature has predominantly utilized quantitative methods to their full potential. For far too long, scholars, according tothe study’s central thesis, have ignored the metatheoretical consequences of relying solely on a logical positivism paradigm. In addition, we highlight research directions and the need for customer churn research to go beyond feature selection and modelling.
PurposeSustainability principles have been practiced and researched in marketing for nearly five decades, but the challenges we face today are still significant. This context defines the purpose of this paper, which is to find, synthesize and critically evaluate the existing literature on marketing in a sustainability context from 1969 to 2019. The ultimate aim is to provide a unified body of literature on sustainability marketing and classify the extant literature.Design/methodology/approachThe relevant articles from selected journals were identified and manually verified using the Scopus database. The SPAR- 4- SLR protocol provides the framework for the methodology. In total, 749 articles were eligible for inclusion in the study.FindingsThe research findings are presented in the form of article categorization into 11 thematic categories. The thematic categories outlined previous studies' trend and contribution characteristics under the individual category, illustrating their implications.Practical implicationsThe literature review aids in understanding the current state of research and piques researchers' interest in sustainability marketing. The findings of the study will be a valuable resource for future scholars, managers and policymakers.Originality/valueThis study contributes to the existing literature by providing valuable insights from previous research on the research trend in sustainability marketing and by providing a recommendation for future research avenues. After a long hiatus, this is the most up-to-date comprehensive article, providing a general overview of research trends.
PurposeThe 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/approachThe study adopted the netnography approach to investigate churn behavior by utilizing online user-generated content in qualified social media communities.FindingsThe 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 implicationsProper 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/valueContributing 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 reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/ OIR-02-2020-0048
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