Chapter #6

Telecommunication Giant on Retention: Struggling to Retain Employees in the Customer Service Department in Bahrain

Mahmoud Radwan Hussein AlZgool

Overview: Afro is a leading telecommunication company in Bahrain with a major share in the private and commercial consumer market sectors. The company started operations in the year 2000 and has been doing quite well in terms of customers' and clients` satisfaction since then. The company offers a wide range of services and products related to them, such as mobile connection both pre-paid and post-paid, corporate connections, home broadband, mobile phones, and fiber optic connections for the businesses. The company has a good reputation and aims to work with a progressive approach to ensure they become the market leader. Afro is one of the only three telecommunications providers in the country, which is why; they must be cautious in taking any move or strategy to ensure they do not lose their customers to others. As per manager corporate communications, the company is hitting hard to ensure they progressively maintain and increase their market shares.

Keywords: Employee Retention.