Abstract
Customer loyalty is a serious matter of concern for every business where it measures the customer’s likeliness to give repeat business with a brand or organization. In other words, it is the outcome of a positive experience for customers as well as customer satisfaction. In this paper, the role of the relational dimension will be studied in the context of customer loyalty. The aim of this paper is to analyze the concept of relationship marketing and the key variables of the dimension relationship and their role in customer loyalty. South Asian telecommunication industry is selected to analyze the role of relational dimension in the context of customer loyalty. Previous studies will be reviewed to analyze the concept of relationship besides demonstrating the role of relationship marketing in the telecommunication industry. Additionally, the concept of customer loyalty and multiple theoretical approaches to customer loyalty is appropriately discussed here. Another important part of this study is that this paper will discuss the different phases of loyalty. The primary research will be accomplished through a questionnaire survey method and the collected data will be analyzed with statistical analysis. A positive relationship between the elements of relationship marketing and customer loyalty is analyzed through multiple correlations and regression tables. It shows that all the components of relationship marketing have a good impact on customer loyalty and will prove that more customers will confident more they will be loyal to the brand.
Highlights
In developing as well as developed countries, customer capital is at the heart of business concerns
The objective of this paper is to dissect the concept of relationship marketing while relating the different phases that have marked the history of the customer-supplier relationship over time, as well as the key variables of the dimension relationship and their role in customer loyalty
We will proceed from the following way: first of all, we will carry out a correlation analysis which will help us to detect the intensity and meaning of the relationship that exists between the elements of relationship marketing and loyalty
Summary
In developing as well as developed countries, customer capital is at the heart of business concerns The latter are in perpetual search for any source of growth that can guarantee the “sustainability” that several companies have not been able to achieve, in a market characterized by increasingly fierce competition in almost all areas. In the context of this paper, we will focus on the role of the relational dimension in customer loyalty, in the context of the telecommunication industry primarily in South Asian countries. The answer to this question will allow us to validate and strengthen our point of view concerning the need to establish such an approach within telecom companies which seek to maintain the relationship with their customers by building their loyalty, presenting readers and interested parties with a concrete study of what power can do relational We will try to answer this question: The variables keys to relationship marketing have an impact on customer loyalty in the telecommunication sector? The answer to this question will allow us to validate and strengthen our point of view concerning the need to establish such an approach within telecom companies which seek to maintain the relationship with their customers by building their loyalty, presenting readers and interested parties with a concrete study of what power can do relational
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