A Study of Customer Acquisition and Retention of Indian Telecom Companies

Abstract

The purpose of this summary is to discover the factors involved in customer acquisition newlineand retention of Indian telecom companies, to find out the significant effect of factors newlineon customer acquisition and customer retention and followed by giving newlinerecommendation to Indian telecom companies to improve customer acquisition and newlineretention. India s telecommunication sector is not only the largest but also among the newlinefastest growing networks in the world. The CCI report 2021 states that Indian newlinesubscribers grew at 33% annually in 21st century due to technological progress, newlinenetwork expansion, policy regime for transformation of market. In 1999, there were newlinethirteen 2G technology based private mobile service providers in India and by 2019, newlinedue to exits and consolidation, the mobile service providers has been reduced from newlinethirteen to eight. Competition Commission of India 2021 also finds out that telecom newlinecompanies are the backbone of the Indian digital economy with 4G technology running newlineon every mobile service provider. The maintaining the communication of India s newlineeconomic activity during Lock down due to Covid-19 was completely dependent on newlinetelecommunication network and the telecom sector s contribution to India s GDP has newlinebeen increased to 5 to 6 times during this Covid-19 period. CCI (2021) report states newlinethat India is the second largest telecommunication market in the world with 1.17 billion newlinesubscribers (TRAI, 2022) and also Indian telecommunication is the backbone of all newlinedigital technologies. The country offers robust growth opportunities for telecom newlinecompanies (CCI report, 2021) as the total number customers are 1.17 billion out of newline1.35 billion populations (TRAI subscription report, 2022). This is evident that our newlinecountry offers robust growth opportunities for telecom companies, to say about the newlinereach and status of mobile usage and its impact among Indians. Mobile and internet has newlinex newlinebecome an integral part of Indian life and living. Indian telecom companies contributed newlineto 6.5% of Indian GDP in 2019