An adaptive nonlinear approach for estimation of consumer satisfaction and loyalty in mobile phone sector of India

•Development of nonlinear models to predict satisfaction and loyalty.•Factors are nonlinearly related to the satisfaction/loyalty levels of customers.•Positive effect of satisfaction on loyalty prediction.

To facilitate business growth assessment of customer׳s, satisfaction and loyalty levels in mobile sector are two important issues which need in-depth investigation. These two levels of customers are nonlinearly related to their corresponding attributes. The past studies have mostly assumed linear relation and have mostly used regression based models for estimation of these levels and the results are not encouraging. To overcome this limitation, the present study has developed simple nonlinear models for accurate estimation of these two parameters using their related key factors and results obtained are shown to be much better. This paper has also observed the positive effect of satisfaction on the loyalty estimation of customers. Employing the proposed nonlinear adaptive models, the service provider can also predict the satisfaction and loyalty levels of each of its customers which help the organization to determine the number of possible future churners.