Determinants of Customer Reacquisition Model in Telecom Sector: Evidence from Pakistan

Authors

  • Baig Fahad Javed Assistant Professor, Department of Management Sciences, The Islamia University of Bahawalpur Rahim Yar Khan Campus, Pakistan Author
  • Ramzan Sidra Assistant Professor, Department of Management Sciences, COMSATS University Islamabad Vehari Campus, Pakistan Author
  • Akhtar Nargis Lecturer, Department of Management Sciences, COMSATS University Islamabad Vehari Campus, Pakistan Author
  • Tufail Hfiza Sobia Department of Management Sciences, COMSATS University Islamabad Vehari Campus, Pakistan Author
  • Nargis Fasiha The Islamia University of Bahawalpur Rahim Yar Khan Campus, Pakistan Author

Keywords:

Service Recovery (SR), Peer Influence (PI), Promotional offers (PO), Persuasive Advertisement (PA), Customer Reacquisition (RA), Push-Pull Mooring theory, Telecom Sector

Abstract

The objective of this study was to explore the factors influencing customer reacquisition in Telecom Sector of Pakistan by using Push-Pull Mooring theory.  This study used the AMOS and SPSS analysis with 375 valid samples collected from Pakistani telecom subscribers using paper and online survey. The results presented that all three factors, including Service Recovery (SR), Peer Influence (PI), and Promotional offers (PO) have positive and significant effect on Customer Reacquisition (RA). The results also show that Persuasive Advertisement (PA) have moderation effect on the relationship among customer reacquisition and service recovery, customer reacquisition and peer influence, customer reacquisition and promotional offers. Based on results, this study provided the recommendations to telecom subscribers in Pakistan.

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Published

2022-08-15

Issue

Vol. 8 No. 3 (2022)

Section

Articles