Relationship marketing tactics and customer loyalty The case of the Telecommunications industry in Ghana
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- Englisch ausgewählt
Fr. 67.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
19.07.2012
Verlag
LAP LAMBERT Academic PublishingSeitenzahl
88
Maße (L/B/H)
22/15/0.6 cm
Gewicht
149 g
Sprache
Englisch
ISBN
978-3-659-19080-3
The study sought to assess the impact of relationship marketing tactics on customer loyalty in the Ghanaian mobile industry where deregulation has led to intense competition and scramble for market share. This research work adopted four relationship marketing tactics (service quality, price perception, brand image and value offered) typical of a service industry (Bansal et al., 2005; Peng & Wang, 2006), and examined their impact on customer loyalty in the Ghanaian mobile industry. Field data was gathered from customers and analyzed. It was revealed that there exist a positive significant relationship between each of the four relationship marketing tactics mentioned above and customer loyalty. The results are consistent with evidence in the extant literature. As the competitive environment increasingly becomes fierce, the voice and preferences of the customers are also becoming the priority. This finding is expected to serve as a guide and help to telecommunication managers in making informed judgment about the relationship marketing mix relevant to the present customer's need that yields increase in revenue and profit.
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