...173 Seth, Momaya, Gupta AN EXPLORATORY INVESTIGATION OF CUSTOMER LOYALTY AND RETENTION IN CELLULAR MOBILE COMMUNICATION Anita Seth Kiran Momaya H.M. Gupta Cellular mobile industry has undergone rapid changes as a result of liberalization and globalization. In such a ever changing scenario, expansion and maintaining the loyal customer base seems to be a great challenge for the mobile service providers. As a result of increased competition, customer loyalty and retention have become important goals for mobile service operators. Reacting to the pressures, most of the cellular mobile service providers are trying to attract subscribers by not only reducing their tariff rates but also giving attention to the quality of services delivered. In this context the present paper focuses on the customer loyalty and retention in cellular mobile communication. Literature review was carried out covering the theoretical and empirical work on the subject and exploring the relations with service quality. Exploratory interviews were conducted in order to gain practical insights of the subject. Based on the literature review and findings from the interviews, this paper presents a rich research agenda for further research. 1.0 INTRODUCTION T he forces of liberalization and globalization of telecommunication market have pressurized the companies to maintain their market share by focusing on retaining their current customers. They are being increasingly confronted with challenges to attract...
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...Omotayo Abstract In today’s competitive business world customers are considered to be kings. Customers have several choices to make among alternative products, and they exercise a high level of influence in the market with respect to product size, quality and price. Hence, it is important for producers to meet the needs of customers in order to stay competitive. One of the marketing communication tools that is used in attracting the attention of the customer and build their loyalty is sales promotion. The aim of this paper therefore is to determine the effect of sales promotion on customer loyalty in the telecommunication industry. In this study, the survey method was used in gathering information from the respondents. Simple random sampling was used to select a sample size of 310, while descriptive and inferential statistical analyses were conducted with the aid of SPSS software. Producers spend a large part of their total marketing communication expenses on sales promotion. Hence, this paper attempts to find the effect of sales promotion on customer loyalty using a sample of customers of mobile telecommunication services. The paper found that, there is positive relationship between sales promotion and customer loyalty. More importantly, it was discovered that non-loyal customers are more prone to switch to competing products as a result of sales promotion than loyal customers. Key words: Sales Promotion, Customer Loyalty, Switching, Telecommunication, Nigeria 1. INTRODUCTION ...
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...Approach 5 Benefits of Solving Problem 6 Business/Technical Approach 7 Business Process Changes 8 Technology Solution 9 Conclusion 10 High-level Implementation Plan 11 Summary 12 References 13 Abstract Diamond Cluster Entertainment is trying to build a solid relationship with their loyal customers. For the past few year customer satisfaction have declined significantly which caused profits and competitiveness to decrease significantly. In order to increase customer satisfaction a customer relationship management (CRM) system must be implemented. Salesforce Platform is an award winning cloud based CRM system that is used in sales and marketing departments throughout the world. With this cloud based platform critical data can be accessed at all times on any device which makes it easier to connect with customers. This system offers lots of features like contact management, social intelligence, and opportunity management which will boost competitiveness and productivity of the organization. An added bonus with this system is the ability to create a custom app that can be downloaded and accessed on any device. This would help the business attract new customers and retain current customers. Company Information Diamond Cluster Entertainment is based in the U.S. Virgin Islands and owns 80 casino resorts throughout the Caribbean. They are the largest gaming company in the Caribbean with hopes of expanding business to the United States in 2020. Diamond Cluster Entertainment opened...
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...Sprint Nextel MKTG305-1301B-01 Marketing Management Project Type: Unit 2 Individual Project Abstract This paper will cover a brief interview with Dialietta Bishop, an extremely loyal Sprint Nextel consumer. This document will also discuss Sprint’s marketing branding and market targets. Sprint Nextel The company is Sprint Nextel and is known as a renowned telecommunication company that provides high satisfactory services to its consumers. This company was initially founded in 1899 by Cleyson Brown when he started the Brown Telephone Co. By the end of 2012, this company provided services to over 55 million customers still growing. Brand loyalty interview: the brand and its competition Brand loyalty is defined as the act of consumer’ preference for a particular service, product, or good; in laymen terms, the consumer is not willing to experiment with other goods but will make repeated purchases of a particular brand. In interviewing Dialietta Bishop, mother, she made it evident that over the years, she has been a loyal Sprint customer and this preference has trickled down through the family. Initially, she was an AT&T customer however due to challenging customer service incidents and an error in posting payments; she began her quest in finding a new telecommunication provider. Within a few months she chose to take a friend’s advice and sign on with Sprint and for the past ten or more years, she has been a loyal customer of their products (phones and accessories)...
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...CUSTOMER LOYALTY : THE CASE OF MOBILE PHONE USERS IN UNIVERSITI UTARA MALAYSIA Prepared by Meguellati Achour Pn. Nor Pujawati Md. Said Dr. Ali Boerhannueddin Abstract Service quality, switching barriers, and brand image are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word-of-mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers, also the cost of attract new customers is much higher than the cost protect existing customers ten times. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. In this context the main aim of this research is to examine the relationships between these factors and customer loyalty in the Universiti Utara Malaysia sector. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically by questionnaires to demonstrate the applicability of the theoretical model. The results indicate that service quality, switching barriers, and brand image are separate constructs that combine to determine the loyalty, with service quality and switching barriers exerting a stronger influence than brand image. Finally hypotheses H1, H2 were supported, while hypothesis...
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...CUSTOMER LOYALTY : THE CASE OF MOBILE PHONE USERS IN UNIVERSITI UTARA MALAYSIA Prepared by Meguellati Achour Pn. Nor Pujawati Md. Said Dr. Ali Boerhannueddin Abstract Service quality, switching barriers, and brand image are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word-of-mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers, also the cost of attract new customers is much higher than the cost protect existing customers ten times. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. In this context the main aim of this research is to examine the relationships between these factors and customer loyalty in the Universiti Utara Malaysia sector. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically by questionnaires to demonstrate the applicability of the theoretical model. The results indicate that service quality, switching barriers, and brand image are separate constructs that combine to determine the loyalty, with service quality and switching barriers exerting a stronger influence than brand image. Finally hypotheses H1, H2 were supported, while hypothesis...
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...Towards an integrated model of customer service skills and customer loyalty: The mediating role of customer satisfaction Amjad A. Abu-ELSamen, Mamoun N. Akroush, Fayez M. Al-Khawaldeh, Motteh S. Al-Shibly Article information: To cite this document: Amjad A. Abu-ELSamen, Mamoun N. Akroush, Fayez M. Al-Khawaldeh, Motteh S. Al-Shibly, (2011),"Towards an integrated model of customer service skills and customer loyalty: The mediating role of customer satisfaction", International Journal of Commerce and Management, Vol. 21 Iss: 4 pp. 349 - 380 Permanent link to this document: http://dx.doi.org/10.1108/10569211111189365 Downloaded on: 31-03-2012 References: This document contains references to 129 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 404 times. Access to this document was granted through an Emerald subscription provided by GERMAN JORDANIAN UNIVERSITY For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Additional help for authors is available for Emerald subscribers. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy...
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...Abstract The Study of Customer Loyalty Factors in the Mobile Telecommunications Industry in China This article is a study of Chinese telecommunications service customer loyalty factors and the impact of the internal mechanism. The industry empirical study reveals the communications services industry, the impact factors of customer loyalty, and the interaction between these factors mechanism. With the increasingly fierce market competition and increase costs for customers, cultivate and maintain long-term customer loyalty is a business enterprise can be an important factor. On the one hand, enterprises have to get a good income, in addition to the core technology and improving product quality, but customer satisfaction, service quality and Enterprise Image will to some extent affect on customer loyalty, loyal customers are the main profit source. On the other hand, when supply exceeds demand in the market environment, the cost to acquire new customers than to maintain existing customer costs, but the profit contribution of new customers is far less than the original customer. Finally, the loyalty of customers through word of mouth to bring new business customers. Therefore, the development of customer loyalty strategies, research customer needs and maintain long-term two-way interaction with the customer relationship business and academia has been the focus of attention. Customer loyalty in the communications industry, more and more attention, is the communications business...
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...How should Sephora allocate budget across the various digital categories? <Chart 1 – Marketing vehicle, directions of media in IMC process> Sephora’s digital media budget allocation should be planned to execute distinctive strategy and exploit on-line market growth. After analyzing Sephora’s differential advantages over other competitors from customers’ view of purchase process, we could concluded that it should strengthen advantages of ‘Conviction’ stage as differential sources which represent ‘Beauty experts’ and ‘advice’. Furthermore, we also decided that it is vital to consider repetition-purchase-rate and get additional investment on mobile applications to respond to increase of on-line formats. Since the case did not provide customers’ purchase process of Sephora specifically, we analyzed the case by using basic model of integrated marketing communications (IMC) and defined each media’s attribute by evaluating qualities of them through team discussion. We considered directions of each media in the process not allocating budget quantitatively since there was no conversion rate, unique visitor and unit cost in the case. A. Conviction efficiency – 40% ($ 400,000) : Beauty Talk It is very necessary for Sephora to make positive conviction to potential consumers to retain more actual purchase from them. Actually, it should focus on marketing resources and make company’s differential strategy by activating interactive resources, Sephora’s advantage. According...
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...Wayne in Cupertino, California. Apple was originally founded to create personal computers but expanded its market in 2001 with the iPod, a revolutionary music playing device. Since that time apple has gone on to release a number of other market leading products including the Apple iPhone, Apple TV and the Apple iPad to make it the market leader in consumer electronics. ------------------------------------------------- Photo courtesy of http://www.technobuffalo.com/2011/12/14/apples-founding-contracts-go-for-1-6-million-at-auction/ ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Apple now has 406 retail stores across the world selling a total of 17 different products in a range of sizes, along with a huge range of accessories. ------------------------------------------------- After Apple’s first day as a listed company on December 12, 1980 it had a market capitalisation of $1.778 billion. Apple IPO makes instant millionaires, December 12, 1980 | EDN. [ONLINE] Available at: http://www.edn.com/electronics-blogs/edn-moments/4403276/Apple-IPO-makes-instant-millionaires--December-12--1980. [Accessed 10 March 2014] ------------------------------------------------- Market Capitalisation is “the total dollar market value of all of a company’s outstanding shares” (citation), calculated by multiplying outstanding shares with the current market price of one share. It is...
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...a presence on the Internet. Research the online marketing opportunities available for retail sales and provide a report to your manager which includes the advantages and disadvantages of marketing online, the potential impact of online sales to the company, and the requirements for a successful online marketing campaign. Main Ideas Advantages and disadvantages of online marketing Halligan, B. ( 2011). Inbound marketing. Retrieved from http://www.slideshare.net/HubSpot/101-awesome-marketing-quotes Fowler, G. (2009). Amazon cuts ties to affiliates in Hawaii. The Wall Street Journal. Retrieved from http://online.wsj.com/article/SB124638801268074915.html Lau, K. (2010). The advantages and disadvantages of online marketing. Retrieved from http://kevinklau.com/the-advantages-and-disadvantages-of-online-marketing/ The potential impact of online sales Cerf, V. (1995). Computer networking: Global infrastructure for the 21st century. Retrieved from http://homes.cs.washington.edu/~lazowska/cra/networks.html Barr, A. (2013). EBay holiday quarter sales jump: 2013 forecast cautious. Reuters. Retrieved from http://news.yahoo.com/ebays-fourth-quarter-revenue-rose-18-percent-212124057--sector.html Macaluso, N. (2001). Analysts cool to Amazon q4 projections. Retrieved from http://www.ecommercetimes.com/story/6565.html Requirements for a profitable online marketing plan Ivkovic, E. (2010). Planning your internet marketing campaign goals and strategies. Retrieved from...
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...INTRODUCTION 0.1. BACKGROUND Mobile telecommunications industry has grown exponentially over the last two decades (Kenny and Keremane, 2007). In some countries, the mobile sector has become a critical indicator of economic development. Mobile technology provides a unique opportunity for the developing countries where telephone diffusion has been very low. Specifically, due to its comparatively low investment requirements, mobile telecommunications allows these countries to take advantage of technological innovations to provide communications services in the areas with limited or no telephone network (Noll, 2000; Thompson and Garbacz, 2007). However, the potential of mobile telecommunications has not been fully utilized in many parts of the world. This is evident from its uneven pattern of diffusion, with over 94% penetration rate in Europe in contrast to that of 22% in Africa (ITU, 2007). In the last decade, mobile communication in Ghana has grown rapidly and users benefit from smaller devices and longer lasting accessories. Wider bandwidths are always available from competing firms who task themselves with setting new communication standards within the industry. This has called for a critical attention for mobile telecommunication service providers to utilize a multiplicity of strategies in sustaining current customer base and bringing new ones on board and to make these customers very loyal to the brand. One major tool being used is sales promotion. This communication...
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...Topics on: Measuring customer LOYALTY (NOKIA) Presented To- Nehal vanjani Presented By –Joly Costa Introduction The primary purpose of a business or organizations is to generate value and satisfy the need and demands of customers. The market totally depends on customer, they enjoy the whole decision making process along with deciding the fate and presence of organizations. The research aims at highlighting and investigating the concept of customer satisfaction that is associated with the success of organizations. It is often believed that the success of an organization can be analyzed through its customers. Now a day’s customer oriented marketing strategy or service providing methods are used wide so that customer oriented service can be provided. Customer loyalty can be defined as the strength of the relationship between an individual's relative attitude and repeat patronage with a supplier. It is a self-reinforcing system in which the company delivers superior value consistently to find and keep high-quality customers, (and, where applicable, employees). The economic benefits of high customer loyalty are measurable. When you consistently deliver superior value and win customer loyalty, market share, revenues and profitability all go up, and the cost of acquiring new customers goes down. clear and structured new customer induction scheme will boost customer loyalty and retention, increase the frequency of purchase and raise the dollar value of each transaction and increase...
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...following people. First of all I would like to thank honorable faculty member and my internship advisor, Mr. Md. Shibli Shahriar, Assistant Professor, BBA program for giving me the permission to work on this topic. My special appreciation and sincere gratitude goes to him for the clear guidelines given, which was very help for me to understand and prepare the structure of the paper. Next, I would like to thank Pacific Bangladesh Telecom Limited authority for their cooperation in doing this project. I would specially like to thank my internship co-coordinator for the organization Mr Imrul Hasan, Deputy Manager, Trade Marketing for his necessary support and cooperation. I gratefully acknowledge the valuable time that Faisal Bin Raihan, Sr. Executive, Trade Marketing has spared for me. Finally, I would like to thank all my colleagues of PBTL Sales & Marketing department who gave me necessary help, support and...
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...Lychie C. Gonzales Communication Arts 2 Ms. Janessa Martinez March 20,215 Keeping Your Customer Loyalty Concerning Your Products and Services Introduction Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal. Brand loyalty, the thinking goes, is vanishing. In response, companies have ramped up their messaging, expecting that the more interaction and information they provide, the better and the chances of holding on to these increasingly distracted and disloyal customers. But for many consumers, the rising volume of marketing messages isn’t empowering—it’s overwhelming. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage. That’s a key finding of Corporate Executive Board’s multiple surveys of more than 7,000 consumers and interviews with hundreds of marketing executives and other experts around the world. What makes a consumers “loyalty”—that is, likely to follow through on an intended purchase, buy the product repeatedly, and recommend it to others. We looked at the impact on loyalty of more than 40 variables, including price, customers’ perceptions of a brand, and how often consumers interacted with the brand. The single biggest driver of loyalty, by far, was “decision simplicity”—the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options...
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