This document summarizes a research study on the impact of service markets on customer retention in the mobile telecommunications sector in Saudi Arabia. The study aims to understand how service quality, relationship length, and added value impact customer retention. A literature review showed factors like switching costs, satisfaction, and demographics influence retention. The methodology involves a case study of a major telecom company in Saudi Arabia using customer questionnaires and internal documents. Hypotheses posit that more complex plans, longer relationships, and quality connectivity positively relate to retention. The study seeks to provide insights on retention strategies and customer behavior in the Saudi mobile market.

1. Impact of the service market on customer retention in the S.A
mobile telecommunications .

2. Abstract
• The unprecedented Has raised the growth of
competition in the telecommunications market in the
Kingdom of Saudi Arabia on the importance of
retaining existing customers and it is less expensive
than attracting new customers in a market saturated
with competition. Also make sure that the added value
and the cost of conversion and customer satisfaction
has a positive relationship to retain customer also
service quality and the length of the relationship and
increase customer spending. The study focused on
understanding customer behavior will have a positive
impact on increasing retention.

3. Outline
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Introduction
Literature review
Research objectives
Research methodology
Questionnaires, population, sampling
Data collection
Study plan or timetable
Resources required
References

4. Introduction
• Through the development of communication technologies have emerged
many of the means by which rely on mobile phones , which enables
customers to see all the offers made by the companies , whether ( product
- service ), which brings them comfort. Show that there is no scientific
study shows the impact of marketing services to local telecommunications
companies to retain customers . for this reason , the researchers studied
this specific problem to see this effect and provide the library client
information to help researchers in the field and companies about
understanding the importance of marketing services by telephone , where
he could up customer information through messages (SMS) , pictures, and
videos , thus companies can get feed back from customers in real-time in
order to build strategic decisions to raise the level of customer satisfaction
and loyalty , and take the necessary measures to keep them, because it
has been proven in practice that the cost of customer retention less than
the cost of gaining a new customer than to impose on companies that
seek to increase their market share by maximizing customer retention .

5. Research Problem
• We did not find on we saw a lot of studies
concerned with the study to retain customers in
the wireless telecommunications companies in
Saudi Arabia. Therefore, the study was conducted
on wireless telecommunications companies in
Saudi Arabia. This study is an extension of the
studies conducted in a number of countries such
as ” Two-level model of customer retention in the US mobile
telecommunications service market” , In order to be a
comprehensive study and meet all aspects .

6. purpose, and significance of research
• Enrich the sources of information about how to
keep the customer with telecommunications
companies.
• Help researchers to understand customer
behavior and the completing of the study in the
telecommunications market in the Kingdom of
Saudi Arabia.
• Illustrate how important the understanding of
customer behavior and its impact on companies
retain their customers.

7. Literature review
• shows that researchers have identified two major groups of factors
affecting customer retention or switching behavior—factors related
to switching costs and factors related to customer satisfaction (Kim
et al.,).
• There is a dynamic relationship between switching costs and
customer satisfaction. As it turns out that there are other factors
that affect customer retention demographic factors such as
“Gender , Age“. (DongBack Seo, C. Ranganathan, Yair Babad )
• It has been found (Jianping Peng a, Jing Quan b,⇑, Shaoling Zhang a, 2013)
that the average additional revenue per user (ARPU) in the
retention period and retention bonuses are linked positively. The
retention policies associated positively with variables increases
consumption (number of calls, the number of short messages, and
value-added services).

8. Research Hypotheses
• H1. A more complex service plan is positively
related to customer retention behavior.
• H2. Length of association is positively related
to customer retention behavior.
• H3. The connectivity quality of wireless
service is positively related to customer
retention behavior.

9. Research objectives
• The study aims to find out the impact of
marketing services in wireless
communications in the Kingdom of Saudi
Arabia on customer retention. Also, It aims to
see corporate policies in customer retention in
conditions equal services and also market
saturation of the telecom companies.

10. questions, aims, contribution
• What is Impact of the S.A mobile
telecommunications service market on
customer retention ?
• What is the added value that can be effect on
the customer retention ?
• Is impact employee satisfaction on customer
retention behavior?
• Is quality marketing services positively affect
the behavior of customer retention?

11. Research methodology
• The methodology for this study includes ;
• After reviewing the scientific research methods,
we have seen that the most appropriate
approach is the case study. Also, it is the best
method used in the research and learn more
about the details of the case since its inception,
development, and the impression of employees.
As well as the examination of documents and
collection of documents and monitor workflow
steps. Moreover may resort to a questionnaire to
clients of the services provided by the company.

12. Questionnaires, population, sampling
• In this study were selected study population
as a wireless telecommunications companies
in Saudi Arabia. As the study sample identified
the customer care center STC and their
customers than they spent five years and
more.

13. Data collection
– Observation depth
– Interview
– Documents and internal records of STC .
– Questionnaire to customers

14. Study plan or timetable
Tasks
The research problem
Literature review
Identify the problem and the importance of
research
Hypotheses and questions
Design research tools
The field study
Show information
Analysis of the results
Writing recommendations
Writing References
Writing the final report
(Duration per month)

15. Resources required
• Good Relationship with
internal STC
stakeholders
• Programs to analyze
the data, such as SPSS .
• Budget to
– Learning , and training

16. References
• Two-level model of customer retention in the US mobile
telecommunications service market
DongBack Seo, C. Ranganathan, Yair Babad
• Mobile phone customer retention strategies and Chinese ecommerce
q Jianping Peng a, Jing Quan b,⇑, Shaoling Zhang a
• The critical factors impact on online customer satisfaction ChunChun
Lin a *, Hsueh-Ying Wu b, Yong-Fu Chang c
• Understanding customer satisfaction and loyalty: An empirical study
of mobile instant messages in China
Zhaohua Denga,∗, Yaobin Lua, Kwok Kee Weib, Jinlong Zhanga
• Predicting customer retention and profitability by using random
forests and regression forests techniques
Bart Larivie`re*, Dirk Van den Poel