Customer Churn in the Age of Company Rating Sites and AI Technology: A Mixed Perspective on Trust Erosion and Retention Strategy

Alya Rizqi  Fadhilah; Anggun Putri Wulan  Dari; Alan White

Authors

Alya Rizqi Fadhilah Universitas Pembangunan Nasional “Veteran” Jawa Timur
Anggun Putri Wulan Dari Universitas Pembangunan Nasional “Veteran” Jawa Timur
Alan White Rajamangala University of Technology Krugthep

Abstract

Customer attrition remains one of the most pressing strategic concerns for firms operating in increasingly competitive, digitally mediated markets. While a substantial body of literature has examined predictive modelling techniques, win-back strategies, and the economic value of lost customers, comparatively little research has integrated contemporary consumer sentiment—particularly as expressed on public rating and discussion platforms—into this discourse. This paper synthesises established churn and customer-retention literature with a qualitative thematic analysis of anonymised consumer commentary drawn from a public online discussion forum addressing the question of what causes companies to lose customer trust. The analysis identifies six recurring themes: perceived exploitative pricing practices, unwanted or persistent marketing communication, corporate adoption of artificial intelligence at the expense of human service quality, ownership structure and leadership conduct, erosion of product or service quality, and failures of accountability and transparency. These findings are discussed in relation to existing churn-prediction and win-back frameworks, and implications for both theory and managerial practice are proposed. The paper concludes that predictive analytics alone are insufficient for retention strategy; firms must also attend to the qualitative, reputational dimensions of trust that increasingly circulate on public digital platforms.

Keywords: customer churn, customer retention, trust erosion, artificial intelligence, win-back strategy, e-commerce

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