Relationship Marketing and Customer Retention : The Case of Jordanian Mobile Telecommunications Companies

2014 ◽  
Vol 41 (2) ◽  
pp. 435-450
Author(s):  
Arwa Abdalsalam Al-Qralleh ◽  
Mohammad Suleiman Awwad
Keyword(s):  
Relationship Marketing ◽  
Customer Retention ◽  
Mobile Telecommunications ◽  
Telecommunications Companies

scholarly journals Effect of Relationship Marketing on Customer Retention in the Telecommunications Industry

2021 ◽  
Vol 4 (4) ◽  
pp. 68-81
Author(s):  
Glory S.E. ◽  
Idorenyin U.E. ◽  
Edim E.J. ◽  
Sarah E.
Keyword(s):  
Service Quality ◽  
Relationship Marketing ◽  
Customer Retention ◽  
Telecommunications Industry ◽  
Primary Data ◽  
Trust Building ◽  
Positive Effects ◽  
Phone Calls ◽  
Customer Care ◽  
Telecommunications Companies

This study centered on the effect of relationship marketing on customer retention in the telecommunications industry. It was conducted to assess the effects of customer care, communication, trust-building and service quality on customer retention in the telecommunications context. The study adopted survey research design. A structured questionnaire was used to obtain primary data from 198 customers of MTN Nigeria Plc and Globacom Nigeria Plc in Calabar. The data were analyzed and interpreted using descriptive statistics, while the hypotheses developed for the study were tested using multiple linear regression. Consequently, the findings of the study revealed that customer care, communication, trust building and service quality had significant positive effects on customer retention of telecommunication firms in Calabar. Therefore, the study recommended that: telecommunications companies should strengthen their customer care capability by using trained service professionals to elicit and promptly resolve customers enquiries and complaints; telecommunications companies should improve communications with customers by opening up more channels such as phone calls, direct messaging, social media and email through which information can be transmitted to subscribers to enhance informed patronage decisions; and it is imperative for telecommunications companies to consolidate customers’ trust in their delivery capabilities by demonstrating through effective service delivery that they are capable of satisfactorily meeting the service needs of subscribers.

Effect of Mediating Factors on Customer Defection with Special Reference to Banking Industry in India

2016 ◽  
pp. 138-153
Author(s):  
Sunita Dwivedi ◽  
Bharti Wadhwa
Keyword(s):  
Relationship Marketing ◽  
High Probability ◽  
Customer Retention ◽  
Mediating Effect ◽  
Customer Relationship ◽  
Product Price ◽  
Subjective Knowledge ◽  
Customer Defection ◽  
Ongoing Relationship ◽  
Satisfaction Relationship

People who were practicing Marketing exercise's and Academicians thinks that “4 Ps” marketing framework – product, price, place and promotion adds less value to their interest or business where ongoing relationship is critical. In a process of finding a way to overcome these marketers has evolved a concept of Relationship Marketing which talks about understanding customer segments, delivering ongoing quality service, and achieving high customer satisfaction. Relationship marketing was about “putting the customer in the middle of the business circle,” in the words of Dick Lee, principal of St. Paul-based Hi-Yield Marketing. Customer Relationship management is the strongest and the most efficient method of maintaining and creating customers. The challenges for marketers doesn't stops here, as market matured from national to international to global, customer retention and acquisition become more crucial and challenging for them. Multiple options broaden the path for consumer to get access over many products and services, creating a high probability of defection. Now they have new challenge to face that is “Defection”. They are trying hard to understand what they are supposed to do so as to increase customer retention and decrease customer defection. This paper tries to understand the mediating effect of sources on customer defection (Objective knowledge versus Subjective Knowledge) and its important act on consumers repurchase behavior.

scholarly journals IMPACT OF MARKETING STRATEGIES ON CUSTOMER RETENSION IN COMMERCIAL BANK: A CASE STUDY OF HBL SUKKUR

2017 ◽  
Vol 12 (1) ◽  
pp. 3081-3112
Author(s):  
Dr Mohammad Salih Memon ◽  
Dr.Nadeem Ahmed Bhatti ◽  
Aisha Bashir Shah ◽  
Maria Shaikh ◽  
Dr.Faiz Muhammad Shaikh
Keyword(s):  
Relationship Marketing ◽  
Commercial Bank ◽  
Cross Section ◽  
Customer Retention ◽  
Marketing Strategies ◽  
Survey Method ◽  
Chi Square ◽  
Buying In

The current research investigates relationship marketing enhance customer retention and cross buying in Commercial bank. Data were collected from cross section survey method. Data were analyzed by using SPSS-21 version. It was revealed that relationship marketing enhance the customers retention and satisfaction. The Chi-Square might have been used to judge those variety for watched variables to demonstrating the idle variables. Numerous regressions were utilized on provide for those Decision for the stated hypotheses. From the study, a fulfilled client won't constantly enter under a long haul relationship with the firm. However, those conferred client with level of trust enters under An long haul association for those firm. The outcomes recommend that, An long haul customer-organization association is essential in making longer-term client maintenance.

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