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TopVarious studies have been done on factors pertaining to churn (Kotler and Keller, 2006), (Reichheld and Sasser, 1990); (Cronin et al., 2001); (Kang and James, 2004); (Yoon and Suh, 2004); (Omotayo and Joachim, 2008);(Khan, Jamwal and Sepehri, 2010); (Bitner and Hubbert, 1994); (Cronin and Taylor, 1992); (Zeithaml, Berry and Parasuraman, 1996); (Lee and Murphy 2008); (Al-Rousan et al., 2010); (Cardozo, 1965); (Parasuman, Zeithaml and Berry, 1991); Loya & Bhatt (2013); Hussain et al. (2016); Bhatia & Chanda (2016).
The subscribers use their cell phones as cameras, address and contact lists, as web browsers, navigation devices and many other functions. There has been very scarce research on analyzing the impact of data usage on customer churn. Further, due to the cost involved, most of the studies involving surveys are using small data sample of customer records (Keaveney, 1995; Bolton et al., 2000; Gerpottet al., 2001; Lee et al., 2003; Kim et al., 2004), which may undermine the reliability and validity of analysis results. All these studies are based on subscribers belonging to some specific area and no study was conducted on subscribers in Delhi/NCR region.