An Exploratory study in to factors and challenges that are facing the mobile phone industry in relation to customer retention: a study of Car Phone Warehouse

Abstract

The aim of the study is to explore the factors and challenges that are facing the mobile phone industry in relation to customer retention, using The Carphone Warehouse as a case study. A questionnaire was conducted with fifty consumers of the mobile phone industry in order to meet the aims and objectives of the study. The questionnaire was distributed to participants via a Carphone Warehouse store in order to take a quantitative approach to the research. A semi structured interview was also undertaken with a manager of a Carphone Warehouse store in order to approach the research from a qualitative approach and again meet the aims and objectives of the research. The interview was recorded and transcribed and the data was analysed. The results of both forms of primary research were able to provide similarities differences and patterns to the literature review which was undertaken