WSEAS Transactions on Computer Research
Print ISSN: 1991-8755, E-ISSN: 2415-1521
Volume 13, 2025
Harnessing ISM for Customer Churn Management in Mobile Telecommunications Networks
Authors: , , , , ,
Abstract: Customer attrition in the mobile telecommunications industry poses a multifaceted and expensive
challenge, frequently associated with the intricate relationships among subscribers, services, products, and
personnel. The churn issue can significantly affect service providers profitability and competitive advantage,
requiring a strategic and innovative approach for effective management. This study presents an innovative method
of employing Interpretive Structural Modeling (ISM) to manage attrition strategically. The study commences with
a comprehensive examination of conventional qualitative techniques employed in churn management, specifically
Causal Loop Diagrams (CLD) and Relationship Diagrams (RD). This assessment underscores the advantages
and drawbacks of these traditional methods. By outlining fundamental criteria for their critical evaluation, we
enhance our comprehension of how they can proficiently tackle the intricate problem of customer attrition.
The study subsequently provides a comprehensive exposition of the Interpretive Structural Modeling (ISM)
methodology, elucidating each phase of the process and highlighting the fundamental principles that underpin
strategic decision-making. This methodology systematically analyzes churn dynamics, emphasizing the complex
relationships among customer attrition factors. The primary objective of the ISM model is to facilitate proactive
decision-making by pinpointing critical levers that can mitigate customer attrition. Particular emphasis is placed
on the pivotal variables in these dynamics, facilitating targeted interventions with a direct and quantifiable
effect. Finally, a comprehensive comparison is conducted between the ISM approach and conventional methods
such as CLD. This comparison offers strategic insights by highlighting ISM’s strengths in the competitive
telecommunications industry. Compared to conventional methods, the ISM is more advanced and more suited
to providing proper solutions to various problems associated with churn management, demonstrating its ability to
aid in customer retention.
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Keywords: Customer Churn, Interpretive structural modeling, Mobile telecommunication networks, Qualitative
modeling, and Decision support
Pages: 206-224
DOI: 10.37394/232018.2025.13.20