An Empirical Study on Key Factors Affecting Churn Behavior with the Voices of Contact Center Customers

Moonkyoung Jang, Byungjoon Yoo, Jaehwan Lee

Abstract


Along with IT development, customers are getting more easily to express their opinions using various IT channels. In this situation, complaint management is a pressing issue for companies to acquire and maintain loyal customers with low cost. Most of previous studies have investigated customer complaint information by quantitative variables such as demographic information, transaction information, or complaint frequency, but studies focusing on qualitative aspects of complaint information are limited. Therefore, this paper considers the possibility for customers to leave even when they complain occasionally or briefly. This paper analyzes the quantitive aspects as well as the qualitative aspects using sentiment 

analysis with Exit-voice theory. The dataset contains 268,364 inquiries of 46,235 customers obtained from a contact center of a private security company in Korea. This paper carries out logistic regression and the results imply that the customers’s explicit response and their implicit sentiment have different effect on customers leave. This study is expected to provide useful suggestions for the effective complaint management.


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References


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