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INTRODUCTION
Acquisition marketing campaigns are prevalent in many industries. Marketing expenses such as brand image advertising, customer and trade marketing promotions, and sales force expenditures, are extensively utilized to gain new customers and drive sales growth. In nowadays' high competition dynamics, these expenses are essential for companies, but they remain pricy. In the telecom industry, myrateplan.com shows that it takes - at least one year of customer relationship, depending on the plan type to make them profitable. Increasing a customer base is a rapid path to reaching short-term revenue, but selling to existing customers can be more lucrative because acquisition costs tend to erode profitability. Once customers have already been acquired, a retention marketing strategy becomes less expensive. According to Landis (2022), acquiring new customers can cost from five to seven times more than retaining existing ones.
Therefore, customer retention becomes the centerpiece of marketing strategy in many industries. In telecom, Bell Canada emphasizes retention processes to minimize customer damage caused by failures, aiming for enhanced loyalty (Dixon et al., 2010). Instead of solely focusing on satisfaction, Bell aims to reduce customer dissatisfaction to improve retention. Marketing research already clearly indicates that customers' experiences of problems...