Effect of complaint-handling practices on customer retention in telecom services

Vishal Yadav; Anuj Rathore; Dr. Nitin Agarwal; Dhuruv Sharma

Effect of complaint-handling practices on customer retention in telecom services

Author(s)	Vishal Yadav, Anuj Rathore, Dr. Nitin Agarwal, Dhuruv Sharma
Country	India
Abstract	Due to increased competition and a crowded market, customer retention has emerged as a key strategic factor in the telecom business. This article examines the relationship between customer retention in telecom services and complaint handling techniques, as well as the relationship between customer happiness and loyalty over the long term and the effectiveness of resolution processes. The purpose of this research is to determine the relationship between customer retention and the primary complaint management aspects of responsiveness, fairness, communication, and resolution speed. Primary data was collected via a standardised questionnaire and sent to telecom service provider subscribers as part of the quantitative study strategy. To provide a comprehensive understanding of the consumer experiences across different demographics, a diverse range of respondents were selected as the sample. To determine whether there is a connection between complaint processing and retention rates, statisticians have utilised tools like regression analysis and correlation analysis. Effective and timely resolution of complaints significantly increases customer satisfaction, which in turn favourably affects customer retention, according to the data. Furthermore, it was found that open communication and the perception of impartiality when handling complaints were crucial in building confidence and retaining clients. According to the study's findings, customers may become dissatisfied and decide to transfer providers if complaints aren't handled properly, but a solid service recovery approach may strengthen relationships with existing customers. Lessons learned from the study can help telecom companies improve their complaint management processes by making them more customer-centric and making better use of technology to speed up problem resolution. Despite its useful findings, the study's small sample size and lack of regional coverage suggest the necessity for further studies involving bigger populations. Generally speaking, the research shows that one of the most essential things in telecommunications services is how they handle client complaints.
Keywords	Customer Retention, Complaint Handling, Telecom Services, Customer Satisfaction, Service Quality, Customer Loyalty
Published In	Volume 17, Issue 2, April-June 2026
Published On	2026-04-27

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Effect of complaint-handling practices on customer retention in telecom services

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