The Practice of Relationship Marketing and Customer Retention in the Ghanaian Mobile Telecommunication Industry

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dc.contributor.authorNyaning, Amos
dc.date.accessioned2011-09-13T22:15:16Z
dc.date.accessioned2023-04-19T02:12:11Z
dc.date.available2011-09-13T22:15:16Z
dc.date.available2023-04-19T02:12:11Z
dc.date.issued2008-09-13
dc.descriptionA long essay submitted to College of Arts and Social Sciences Kwame Nkrumah University of Science and Technology School of Business In partial fulfillment for the Degree of Master of Business Administration, 2008en_US
dc.description.abstractA study on relationship marketing practice was undertaken to examine the practice of relationship marketing by Ghana Telecom (GT) Onetouch service. Data was collected from customers, Ghana Telecom staffs in Kumasi, and Ghana Telecom publications. The study revealed that most of the customers perceive quality relationship with the firm in areas such as pricing, call clarity, however in areas like wider coverage, brand awareness, and promotions have not been effective in establishing and nurturing quality relationship with customers. Recommendations have been made to Ghana Telecom (GT) Onetouch to improve its Current systems of operations to be able respond quickly to customers needs and complaints. There should be constant monitoring of customer relationship strategies And research to identify the tools that can be effective in establishing and retaining customers for long time in Ghana Telecom (GT) Onetouch of operations.en_US
dc.description.sponsorshipKNUSTen_US
dc.identifier.urihttps://ir.knust.edu.gh/handle/123456789/1298
dc.language.isoenen_US
dc.relation.ispartofseries4578;
dc.titleThe Practice of Relationship Marketing and Customer Retention in the Ghanaian Mobile Telecommunication Industryen_US
dc.typeThesisen_US
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