The influence of relationship marketing by Telecommunication Vendors on Kenyan Telecommunication Service providers’ customer loyalty:
Abstract
Increasingly, marketing is moving from a focus on individual transactions and towards a
focus on building value-laden relationships and partnerships with the customer. The goal is to
deliver long-term value and relationship with existing customers and the measure of success
is customer loyalty. There are many different relationship marketing tactics implemented for
retaining customers. However, some of those tactics do not affect customer loyalty
effectively and switching behaviors frequently occur among most of targeted customers.
Therefore, this study is aimed to investigate the influence of relationship marketing tactics on
relationship quality, which in turn influences customer loyalty, by focusing on Kenyan
Telecommunication vendor sector.
A conceptual framework is developed as a guideline to test the relationships between
relationship marketing tactics (service quality, price perception, personalization and value
offers), relationship quality constructs (customer satisfaction, customer trust and customer
commitment) and finally on customer loyalty. A quantitative method with deductive
approach is chosen in this research. In order to collect primary data, a questionnaire is
designed and randomly sent out by email to Safaricom employees who represent the Telecom
service provider’s view on the Telecom vendors’ relationship marketing strategy. SPSS for
windows software is used to process the primary data. The findings show that Service
Quality, Price Perception, Personalization and Value Offers have significant influence on
customer loyalty indirectly via the customer satisfaction, customer trust and customer
commitment albeit at different levels of correlation. Service quality as a relationship
marketing tactic is found to have the greatest influence on customer loyalty followed by price
perception, value offers and finally personalization of products and services by Telecom
vendors.
Citation
MBA Thesis 2012Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Description
Master Thesis
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