T-Mobile recently gone through some difficulties. The main issue is a high turnover in customer retention which has led to regressing sales. Despite aggressive campaigns to attract customers with lower mobile phone prices, the company has been losing large number of its most lucrative two-year contract customers. Management wants to know why so many customers are leaving and what can be done to keep existing customers and attract new customers.

Write a literature review for the case above. Please, include references at the end of the paper and in text citation.