Impact on customer retention in the TIGO store in the city of Colombia

Abstract

The purpose of this research is to analyze the impact of customer retention strategies used by the Tigo store in the city of Cúcuta. To achieve this objective, econometric tools were used, that is, a non-linear model was estimated to estimate the incidence of the explanatory variables on the probability of a person leaving the company, using data from primary sources of information. It is worth mentioning that a survey was applied as a primary source of information; Likewise, the sample size was 76 customers of the TIGO UNE store. Among the findings, it stands out that the customer retention strategies applied by Tigo are effective in retaining customers according to the explanatory variables of average consumption spending on services, months spent in the previous company, payment method, price, length of time you have been a Tigo customer. Finally, as a result of the research, it is recommended that the company create greater barriers to change in order to retain current customers.

Keywords:

Customer retention, Econometric tools, Nonlinear model, Customer service, Consumption, Experiences, Marketing, Loyalty.