International Journal on Customer Relations

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Building Customer Loyalty:An Empirical Study of Indian Telecom Industry


Affiliations
1 Department of Business Studies, DAV Institute of Management, Faridabad, Haryana, India
     

   Subscribe/Renew Journal


Customer is the key to success within any sector of business, and this is especially true for the telecommunications industry where profit margins are being squeezed and the cost of finding new customers is on the rise. Due to easy access to information and a wide range of offerings, it is easier than ever before for customers to switch between services providers.

Under such a situation of growing competition and increasing cost of acquisition of new customers, telecom service providers are continually seeking new ways to acquire, retain and increase their subscriber base and are confronted with the challenges of providing high quality of services in order to attract and maintain their customers.

Telecom service providers are thus facing tough time and are required to design and deploy customer-centric strategies not only to grab the share but also sustain the share in the long run.

The present paper aims to throw light on the factors that make a customer's switch to other service providers.


Keywords

Customer Service Quality, Customer Loyalty, Telecom Service Providers.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Agrawal, M. L. (2003). Make a mistake and deepen relationship mapping customer relationship after service recovery. In Customer Relationship Management, pp. 5-10. New Delhi, Excel Books.

  • Anderson, H., & Jacobsen, P. N. (2000). Creating Loyalty: It’s Strategic Importance in Your Customer Strategy. In S.A. Brown, [Ed.], Customer relationship management (pp.55-67). Ontario, John Wiley, 2000.

  • Bansal, S., & Gupta, G. (2001). Building Customer Loyalty Business-to-Business Commerce. In J. N. Sheth, A.Parvatiyar & G. Shainesh, [Ed.], Customer relationship management (pp. 3-25). New Delhi, Tata McGraw-Hill, 2001.

  • Barnes, J. G. (1997). Closeness, strength, and satisfaction: examining the nature of relationships between providers of financial services and their retail customers. Psychology and Marketing, 14(8), 765-790.

  • Berry, L. L. (1983). Relationship Marketing. In L. L. Berry, G. L. Shostack, and G. Upah (Eds.), Emerging perspectives on services marketing (pp. 25-28). Chicago: American Marketing Association.

  • Bitner, M. J., & Hubert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality, in Rust, R.T.and Oliver, R.L. (Eds), Service quality: New directions in theory and practice (pp. 72-94). Sage Publications, London.

  • Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers assessments of service quality and value. Journal of Consumer Research, 17, 375-384.

  • Boohene, R., Agyapong, G. K. Q., & Gonu, E. (2013). Factors influencing the retention of customers of ghana commercial bank within the Agona Swedru Municipality. International Journal of Marketing Studies, 5(4), 82-95.

  • Bose, K., & Bansal, H. S. (2010). Regain Management: Issues and Strategies. In Sheth, J. N., Parvatiyar, A. & Shainesh. G (Eds.) Customer relationship management, emerging concepts, tools and applications (pp.63-70). Tata McGraw Hill Education Private Limited,

  • Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 213-217.

  • Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extention. Journal of Marketing, 56(July), 55-68.

  • Gronroos, C. (1990). Service management and marketing: managing the moments of truth in service competition. Lexington, MA: Free Press/ Lexington Books.

  • Gruen, T. W. (1997). Relationship marketing: the route to marketing efficiency and effectiveness. Business Horizons (pp. 32-38). November-December.

  • Gupta, R. K. (2004). Building successful CRM. In N.M Shanthi (Ed.), CRM In Telecom: Concepts and Cases (72-83). Hyderabad, The ICFAI University press, pp. 49-64.

  • Hennig, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical Reassessment and Model Development. Psychology and Marketing, 14(8), 737-764.

  • Kandampully, J. (1998). Service quality to service loyalty: A relationship which goes beyond customer services. Total Quality Management, 9(6), 431-443.

  • Lombard, M. R. (2009). Customer retention strategies implemented by fast food outlets in the Gauteng, Western Cape, and Kwazulu-natal provinces of South Africa-A focus on something fishy, nando’s and steers. African Journal of Marketing Management, 2(1), 70-80.

  • Mahfooz, Y. (2005). CRM: face to face with the Indian customer. The Business Review, 11(2).

  • Mcllroy, A., & Barnett, S. (2000). Building customer relationships: Do discount cards work?, Managing Service Quality, 10(6), 347-355.

  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.

  • Prasaad, K. S. (2008). Establishing successful customer relationships. Through effective communication: An Indian perspective. Trípodos.com: revista digital de comunicació, (24).

  • Sellers, P. (1989). Getting customers to love you. Fortune, 119(6).

  • Shepherd C. D. (1999). Service quality and the sales force: A tool for competitive advantage. Journal of Personal Selling & Sales Management, 19(3), 73-82.

  • Sheth, J. N., & Parvatiyar, A. (1995a, Fall). Relationship marketing in consumer markets: Antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.

  • Sheth, J. N., & Parvatiyar, A. (1995b). The evolution of relationship marketing. International Business Review, 4(4), 397-418.

  • Sridhar, G. (2002). Customer relationship management.JIMS 8M, (Jan – March).

  • Subramanyam, N. (2003). CRM – A key to corporate success, customer relation management. New Delhi: Excel Books, pp. 17-24.

  • Tauni, S., Khan, R. I., & Aslam, S. (2014). Industrial engineering letters. ISSN 2224-6096 (Paper) ISSN 2225-0581(online), 4(10).

  • Telecom Regulatory Authority of India (TRAI). (2016). Highlights of Telecom Subscription Data as on 30th September, 2016, http://www.trai.gov.in/WriteReadData/PressRealease/Document/PR_No_117_Eng_09_Dec_2016.pdf, retrieved on 20th Dec 2016.

  • Thomson, B. (2004). Successful CRM: Turning Customer Loyalty into Profitability. In N.M Shanthi (Ed.), CRM in telecom: Concepts and cases (pp. 72-83). Hyderabad, The ICFAI University press, pp. 49-64.

  • Tsoukatos, E., & Rand, G. K. (2006). Path analysis of perceived service quality, satisfaction and loyalty in Greek insurance. Managing Service Quality, 16(5), 501-19.

  • Winer, R. S. (2001). A framework for customer relationship management. California Management Review (pp. 89 – 105). 43 (summer).


Abstract Views: 590

PDF Views: 4




  • Building Customer Loyalty:An Empirical Study of Indian Telecom Industry

Abstract Views: 590  |  PDF Views: 4

Authors

Meera Arora
Department of Business Studies, DAV Institute of Management, Faridabad, Haryana, India

Abstract


Customer is the key to success within any sector of business, and this is especially true for the telecommunications industry where profit margins are being squeezed and the cost of finding new customers is on the rise. Due to easy access to information and a wide range of offerings, it is easier than ever before for customers to switch between services providers.

Under such a situation of growing competition and increasing cost of acquisition of new customers, telecom service providers are continually seeking new ways to acquire, retain and increase their subscriber base and are confronted with the challenges of providing high quality of services in order to attract and maintain their customers.

Telecom service providers are thus facing tough time and are required to design and deploy customer-centric strategies not only to grab the share but also sustain the share in the long run.

The present paper aims to throw light on the factors that make a customer's switch to other service providers.


Keywords


Customer Service Quality, Customer Loyalty, Telecom Service Providers.

References