Relationship marketing tactics and customer loyalty: The case of the Telecommunications industry in Ghana

 
9783659190803: Relationship marketing tactics and customer loyalty: The case of the Telecommunications industry in Ghana
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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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PhD Candidate (OUM), Studied MBA MIS (University of Ghana, Legon), and B.Sc. Electrical/Electronic Engineering(KNUST, Kumasi, Ghana). Lecturer at Regent University College of Science and Technology, Accra, Ghana. Achieved over ten years experience in Telecommunications at Vodafone Ghana, functioning as a core network engineer/people manager.

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Book Description Condition: New. Publisher/Verlag: LAP Lambert Academic Publishing | The case of the Telecommunications industry in Ghana | 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. | Format: Paperback | Language/Sprache: english | 88 pp. Seller Inventory # K9783659190803

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Book Description LAP Lambert Academic Publishing Jul 2012, 2012. Taschenbuch. Condition: Neu. Neuware - 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. 88 pp. Englisch. Seller Inventory # 9783659190803

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Book Description LAP Lambert Academic Publishing Jul 2012, 2012. Taschenbuch. Condition: Neu. Neuware - 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. 88 pp. Englisch. Seller Inventory # 9783659190803

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Book Description LAP Lambert Academic Publishing. Paperback. Condition: New. 88 pages. Dimensions: 8.7in. x 5.9in. x 0.2in.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 and 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 customers need that yields increase in revenue and profit. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Seller Inventory # 9783659190803

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Book Description LAP Lambert Academic Publishing, Germany, 2012. Paperback. Condition: New. Aufl.. Language: English. Brand new Book. 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. Seller Inventory # AAV9783659190803

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Book Description LAP Lambert Academic Publishing Jul 2012, 2012. Taschenbuch. Condition: Neu. This item is printed on demand - Print on Demand Neuware - 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. 88 pp. Englisch. Seller Inventory # 9783659190803

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