Impact of Customer Service Representatives on Subscriber Retention: A Case of Multichoice Zambia

Abstract

This study examined the impact of Customer Service Representatives (CSRs) on subscriber retention at MultiChoice Zambia, focusing on how CSR quality influences customer satisfaction, retention, and loyalty. Specifically, the study sought to (1) examine the relationship between the quality of customer service interactions and customer satisfaction; (2) determine how satisfaction with CSRs affects subscriber retention; and (3) explore subscribers’ perceptions of service quality and their loyalty toward MultiChoice Zambia. A descriptive mixed-methods design was employed, combining quantitative and qualitative approaches to ensure comprehensive analysis. Quantitative data were collected from 150 subscribers through structured questionnaires featuring Likert-scale items measuring CSR competence, responsiveness, satisfaction, and loyalty. Qualitative insights were gathered from 30 CSRs using semi-structured interviews to explore service challenges, customer handling strategies, and perceived impact on retention. Quantitative data were analyzed using Stata version 7, employing descriptive statistics, correlation, regression, and chi-square tests, while qualitative data were analyzed thematically. The findings showed strong and statistically significant relationships between CSR competence, responsiveness, and customer satisfaction (r = .567, p < .001), with regression results showing that CSR quality explained 56% of the variation in satisfaction. Satisfaction also significantly predicted retention, with satisfied customers being nearly three times more likely to renew subscriptions (OR = 2.89, p < .01). Furthermore, CSR quality accounted for 42% of the variation in customer loyalty, underscoring its role in shaping positive word-of-mouth and brand advocacy. Qualitative findings supported these results, highlighting empathy, communication, and follow-up as key drivers of satisfaction and retention, while operational challenges such as workload and limited technology occasionally hindered service delivery. The study concludes that customer service quality, particularly CSR competence and responsiveness, is central to sustaining subscriber satisfaction, retention, and loyalty. It recommends continuous CSR training, investment in digital service infrastructure, stronger feedback mechanisms, and customer-centric organizational policies. Future research should investigate the mediating role of technology, compare service sectors, and explore longitudinal satisfaction-retention dynamics to broaden understanding of customer loyalty in digital service markets. Keywords: Customer Service Representatives, Customer Satisfaction, Subscriber Retention, Loyalty, MultiChoice Zambia