en عمومى General پژوهشي Research <br> <div style="text-align: left;"></div> <div style="text-align: justify;"><span style="font-size:11pt"><span style="line-height:normal"><span style="unicode-bidi:embed"><span sans-serif="" style="font-family:Calibri,"><span new="" roman="" style="font-family:" times=""><span style="color:black">This study investigates the use of </span></span><span new="" roman="" style="font-family:" times="">Multi-Criteria Decision Making (MCDM) method known as </span><span new="" roman="" style="font-family:" times="">Measuring Attractiveness by a Categorical Based Evaluation Technique (MACBETH) </span><span new="" roman="" style="font-family:" times=""><span style="color:black">for evaluating the motivations for churn and retention decisions among subscribers in the Nigeria telecommunication industry. </span></span><span style="background:white"><span new="" roman="" style="font-family:" times=""><span style="color:#222222">The study adopts quantitative and analytical methods with the aid of a questionnaire administered to one hundred and twenty-three subscribers of mobile telecommunication in the University of Lagos, Nigeria.</span></span></span><span new="" roman="" style="font-family:" times=""><span style="color:black"> Based on this sample data the MACBETH model was built with the aid of </span></span><span new="" roman="" style="font-family:" times="">M-MACBETH to </span><span new="" roman="" style="font-family:" times=""><span style="color:black">assess the determinants of customers&rsquo; churn and retention decision among subscribers and to rank the telecommunication service providers based on service attributes.</span></span><span class="A4" lt="" melior="" std="" style="font-family:"><span style="color:black"><span style="font-size:9.0pt"><span new="" roman="" style="font-family:" times=""> The results reveal that </span></span></span></span><span new="" roman="" style="font-family:" times=""><span style="color:black">subscribers considered signal quality /strength as the most influencer criterion for churn and retention decision with higher ranks favouring retention and lower ranks in favours customer churn decision in the telecommunication industry.</span></span><span class="A4" lt="" melior="" std="" style="font-family:"><span style="color:black"><span style="font-size:9.0pt"><span new="" roman="" style="font-family:" times=""> Thus, telecommunication firms should invest more in technology to boost and sustain high quality signal of their service in order to be thriven in the competitive market.</span></span></span></span><span new="" roman="" style="font-family:" times=""><span style="color:black"></span></span></span></span></span></span><br> &nbsp;</div> Subscriber Churn, Retention, MACBETH, Telecommunication 33 44 http://ijorlu.lahijan.iau.ir/browse.php?a_code=A-10-497-1&slc_lang=en&sid=1 S. O. Adebiyi soadebiyi@unilag.edu.ng 10031947532846001737 10031947532846001737 Yes Department of Business Administration, University of Lagos, Nigeria E. O. Kupolati kuplatfemi@gmail.com 10031947532846001738 10031947532846001738 No Department of Business Administration, University of Lagos, Nigeria O. G. Oyenuga oyenuga _olamilekan@yahoo.com 10031947532846001739 10031947532846001739 No Department of Business Administration, University of Lagos, Nigeria