1887

oa Alternation - The impact of communication on customer relationship marketing among cellular service providers

Volume 14, Issue 1
  • ISSN : 1023-1757

 

Abstract

This article examines how communication is currently being employed in the cellular industry to improve service to customers in an attempt to establish a long-term relationship with them. It does so by analyzing the communication process and the communication mix that cellular service providers utilize to engage with their customers. The primary goal of a business is sustained superior performance to ensure consistent growth. The cellular industry is no different. One method that can ensure this superior performance and differentiate a business from its competitors will always be the quality of its relationship with customers. Whilst research has been conducted on a general aspect of relationship marketing, there appears to be no significant study on how communication efforts can promote relationship marketing in the cellular industry. Hence this study investigates the extent to which communication impacts on relationship marketing and whether improved communication can result in sustainable long-term relationships.

Loading full text...

Full text loading...

Loading

Article metrics loading...

/content/alt/14/1/AJA10231757_370
2007-01-01
2019-08-25

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error