The Influence of Service Personalization, Customer Satisfaction, and Customer Retention in the Telecommunications Industry on Data-Driven Marketing

Authors

  • Muh Fihris Khalik Universitas Islam Makassar
  • Wily Mohammad Universitas IPWIJA
  • Zilfana Zilfana Universitas 17 Agustus 1945 Samarinda
  • Orfyanny Syahreffy Themba STIEM Bongaya Makassar

DOI:

https://doi.org/10.58812/wsist.v1i02.476

Keywords:

Service Personalization, Customer Satisfaction, Customer Retention, Telecommunications Industry, Data-Driven Marketing

Abstract

This research investigates the intricate dynamics of service personalization, customer satisfaction, and customer retention in the context of the telecommunications industry and their influence on data-driven marketing effectiveness. A quantitative approach, employing Structural Equation Modeling with Partial Least Squares (SEM-PLS), was utilized to analyze survey data from a sample of 250 participants. The study confirms the reliability and validity of measurement instruments, establishes discriminant validity, and unveils significant positive relationships between customer retention, customer satisfaction, service personalization, and data-driven marketing effectiveness. The findings underscore the importance of personalized services and customer-centric strategies in enhancing marketing outcomes within the telecommunications sector. The high explanatory power of the model emphasizes the relevance of these factors in shaping the landscape of data-driven marketing in the digital age.

References

M. Fetaji, I. Zeqiri, and B. Fetaji, “Investigating factors that influence the telecommunication company’s performance Case study: Telecom of Kosovo (TK),” in 2023 12th Mediterranean Conference on Embedded Computing (MECO), IEEE, 2023, pp. 1–4.

S. D. Lukitasari, “Service Innovation for Customer Satisfaction of Telecommunication Companies,” ITEJ (Information Technol. Eng. Journals), vol. 5, no. 1, pp. 14–24, 2020.

S. Mazumder and S. Garg, “Decoding digital transformational outsourcing: The role of service providers’ capabilities,” Int. J. Inf. Manage., vol. 58, p. 102295, 2021.

D. Soma, D. Znotiņa, and A. Čerpinska, “FACTORS AFFECTING CUSTOMER SATISFACTION WITH TELECOMMUNATIONS SERVICES,” in INDIVIDUAL. SOCIETY. STATE. Proceedings of the International Student and Teacher Scientific and Practical Conference, 2021, pp. 91–97.

R. R. Subramanian, M. Lakshmi, M. Lavanya, M. K. G. Roy, K. Krishnaveni, and T. Yogeswari, “Leveraging Machine Learning Algorithms for predicting Churn in Telecom industries,” in 2022 6th International Conference on Electronics, Communication and Aerospace Technology, IEEE, 2022, pp. 986–992.

P. Salian, A. Murthy, and S. Salian, “Analysis of Telecom Churn using Machine Learning Techniques,” in 2022 International Conference on Artificial Intelligence and Data Engineering (AIDE), IEEE, 2022, pp. 58–63.

D. R. Roy, S. K. Sinha, and S. Veenadhari, “Big Data Analytics Based Recommender System for Tele-Communication Industry,” in 2022 Seventh International Conference on Parallel, Distributed and Grid Computing (PDGC), IEEE, 2022, pp. 525–530.

P. R. Hernández, D. Valle-Cruz, and R. V. M. Méndez, “Review on the Application of Artificial Intelligence-Based Chatbots in Public Administration,” in Handbook of Research on Applied Artificial Intelligence and Robotics for Government Processes, IGI Global, 2023, pp. 133–155.

B. A. Hathaway, S. M. Emadi, and V. Deshpande, “Personalized priority policies in call centers using past customer interaction information,” Manage. Sci., vol. 68, no. 4, pp. 2806–2823, 2022.

K. Yum and B. Yoo, “The impact of service quality on customer loyalty through customer satisfaction in mobile social media,” Sustainability, vol. 15, no. 14, p. 11214, 2023.

I. P. G. D. Pradnyana, “The Effect of Service Quality and E-Service Quality on Customer Satisfaction in Bukit Vista Hospitality Customers,” Int. J. Rev. Manag. Bus. Entrep., vol. 3, no. 1, pp. 66–77, 2023.

M. Bayhaqy and D. F. Septiarini, “2 YEARS AFTER MERGERS: SERVICE QUALITY, CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY OF BANK SYARIAH INDONESIA.,” Airlangga Int. J. Islam. Econ. Financ., vol. 6, no. 1, 2023.

A. P. F. Neto, G. S. da Silva, F. S. R. Pinheiro, T. C. Mattozo, and J. A. F. Costa, “Application of multivariate statistical techniques in the analysis of the management of performance indicators of fixed broadband communication networks,” Seven Ed., 2023.

J. P. M. Aerts, J. M. Hoch, G. Coxon, N. C. van de Giesen, and R. W. Hut, “On the importance of observation uncertainty when evaluating and comparing models: a hydrological example,” EGUsphere, vol. 2023, pp. 1–26, 2023.

J. Datta, D. Datta, and V. Sharma, “Transferable and Robust Machine Learning Model for Predicting Stability of Si Anodes for Multivalent Cation Batteries,” arXiv Prepr. arXiv2306.14285, 2023.

K. A. Bollen, Z. F. Fisher, M. L. Giordano, A. G. Lilly, L. Luo, and A. Ye, “An introduction to model implied instrumental variables using two stage least squares (MIIV-2SLS) in structural equation models (SEMs).,” Psychol. Methods, vol. 27, no. 5, p. 752, 2022.

Y. Haji-Othman and M. S. S. Yusuff, “Assessing reliability and validity of attitude construct using partial least squares structural equation modeling (PLS-SEM),” Int. J. Acad. Res. Bus. Soc. Sci., vol. 12, no. 5, pp. 378–385, 2022.

M. Torrisi, G. Pollastri, and Q. Le, “Deep learning methods in protein structure prediction,” Comput. Struct. Biotechnol. J., vol. 18, pp. 1301–1310, 2020.

R. Halaby, K. Rahi, and N. Azoury, “Organizational Resilience from a Marketing Perspective: A Conceptual Framework,” 2023.

A. Etuk, J. A. Anyadighibe, E. E. James, and A. I. Ulo, “MARKETING MIX AND SUBSCRIBERS’SATISFACTION IN THE TELECOMMUNICATIONS INDUSTRY,” MARKETING, vol. 2, no. 1, pp. 29–41, 2022.

F. Buttle and S. Maklan, Customer relationship management: concepts and technologies. Routledge, 2019.

A. S. N. Aini, S. H. Darpito, and A. Y. N. Warsiki, “Pengaruh Service Quality dan Customer Relationship Management (CRM) terhadap Customer Loyalty yang dimediasi Customer Satisfaction,” J. Ilm. Manaj. Kesatuan, vol. 10, no. 3, pp. 577–592, 2022.

Downloads

Published

2023-12-30

How to Cite

Khalik, M. F., Mohammad, W., Zilfana, Z., & Themba, O. S. (2023). The Influence of Service Personalization, Customer Satisfaction, and Customer Retention in the Telecommunications Industry on Data-Driven Marketing. West Science Information System and Technology, 1(02), 55–62. https://doi.org/10.58812/wsist.v1i02.476

Issue

Vol. 1 No. 02 (2023): West Science Information System and Technology

Section

Articles

License

Copyright (c) 2023 Muh Fihris Khalik, Wily Mohammad, Zilfana Zilfana, Orfyanny Syahreffy Themba

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.