Influence of Mobile Phone Product Differentiation on Customer Retention. A Case of Nairobi County-Kenya

Abstract

This study aimed at investigating and analyzing the influence of mobile service differentiation on customer retention in Kenya. The study was prompted by the realization that, despite much effort by some mobile phone network service providers to adopt cost leadership as a competitive advantage in Kenya, the most expensive mobile phone network service provider recorded the lowest rate of customer churn and experienced the highest number of new subscriptions of the four network service providers in the country.