The practice of relationship marketing in the mobile phone industry for customer retention: a case study of Scancom
Loading...
Date
2008-09-13
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The priority of any business must be to win and keep customers. One of the tools of retaining customers is the practice of relationship marketing. In the past, marketers had focused on creating customers, selling what they produced, without maintaining their customers, forgetting that customer retention is the lifeblood of any business. Over the years, firms are working on effective strategies for retaining customers since it is now seen as cost effective to improve current customers rather than acquiring new customers.
Generally, the study focused attention on identifying ways by which the mobile phone industry can attract, retain, enhance and develop a long term customer relationship for a profitable industry: determine how relationship marketing is practiced in Scancom, investigate customer perception of Scancom relationship marketing practices and recommend critical success factors for effective relationship marketing in Scancom for customer retention. One hundred (100) respondents were randomly selected which was guided by sampling procedure. The respondents were sampled across two regions of the country. Two different sets of questionnaires were administered. Sixty (60) questionnaires to the clients of Scancom, whilst the remaining forty (40) went to the staff of Scancom.
The findings revealed that most of the staff rated improved customer services as the most critical success factor for Scancom relationship marketing, and most of the respondents who patronized their services rated their products as very expensive among others. It was recommended that in order to ensure that Scancom retains, enhance and develop a long term customer loyalty, there is the need to strategize an effective way of promoting and slashing down prices in order to win many new customers. It was also recommended that staff should be trained to be helpful, courteous and knowledgeable by offering good customer service as competitive weapon for customer retention.
Description
A Thesis submitted to the School of Business in Partial Fulfillment for the award of
Master of Business Administration, 2008