Human Capital and its Role in Customer Retention - Applied Research in Asia Cell Company for Communication

Abstract

The research aims to measure the dimensions of human capital represented by (knowledge, experience, skill, and creativity) and the extent of their impact on customer retention, as the research problem revolves around the weakness of the human capital capacity of Asia Cell Communications in retaining the customer due to neglecting customer complaints. As the research sample consisted of a group of managers and officials in Asia Cell Communications Company, and the questionnaire tool was used to collect and analyze data. The number of questionnaires reached (56), and by using a set of statistical methods represented by the arithmetic mean, standard deviation, correlation coefficient, simple and multiple regression coefficient, using the statistical program (SPSS) and the spreadsheet program (Excel). The research reached many results, the most important of which is the effect of human capital on customer retention, and this result reflects the company's ability to focus on the skills of its employees and increase their knowledge and innovation through participating in the activities held by peer companies to benefit from the diversity of their experiences.