Abstract
For highly competitive markets such as mobile carriers, one of the main concerns is to preserve and expand their customer base. Developing marketing strategies to expand total number of customers is a top priority as it is their main source of revenue. It can also act as a representative of the brand, attracting new customers via their social networks and preventing peers from switching operators. Mobile carriers may choose to either bring new users by increasing attractiveness of their brand, or reduce switching customers by improving service quality, and identifying and managing potential leaving clients. These two commonly used strategies to managing a customer base are also combinable. However this chapter will only be focusing on the latter.
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Ouyang, Y., Hu, M., Huet, A., Li, Z. (2018). Contagious Churn. In: Mining Over Air: Wireless Communication Networks Analytics. Springer, Cham. https://doi.org/10.1007/978-3-319-92312-3_10
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DOI: https://doi.org/10.1007/978-3-319-92312-3_10
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